Two years ago, a former student of the author was raped. That should have been awful enough. But a few months later, his student discovered that her personal horror was being openly discussed--or, more accurately, mocked--on the gossip Web site JuicyCampus, where some of her classmates told her, and anyone else who happened to read the site, that she had "deserved" it. On February 5, JuicyCampus shut down its operations, citing a lack of advertising revenue. And no wonder: What advertisers would willingly associate themselves with a Web site whose greatest legacy has been the pain and cruelty it facilitated? His student's was but one of dozens of stories that have come to light about the devastatingly painful effects of cyberbullying. In this article, the author shares his comments on the addictive power that fueled the popularity of JuicyCampus and sites like it.