Kate Upton is the new Sports Illustrated cover model. She is blonde, curvaceous, and a relative unknown. Many credit her rise to stardom to her savvy use of social media and describe her as a largely self-created Internet phenomenon. Less than a year ago, she posted a video of herself on YouTube doing the Dougie dance at a Los Angeles Clippers game. And the rest is history. From YouTube to SI stardom. Here’s your weekly round-up…

• In case you needed proof that Linsanity is afoot: ownership of Jeremy Lin in ESPN fantasy basketball leagues rose from 6% last week to 100%.
• It’s the battle of the Burches. Tory Burch thinks her ex-hubby’s C. Wonder resembles her eponymous line way too much. And it does. But Chris Burch says he really just wants “to make women happy“.
• How many viewers will HBO’s Boardwalk Empire lose now that Paz de la Huerta will no longer be doing nude scenes?
• Michael Saylor may still be a tech billionaire, but Courtney Love had no idea who he was when she sang him ‘Happy Birthday’.
• Former CNBC anchor Nicole Lapin and tech entrepreneur Michael Rubin are an item. And fashionista Fabiola Beracasa is expecting a child with her boyfriend Jason Beckman.
• Twitter Item of the Week: How much per tweet? Celebs really do get paid up to $10,000 per tweet thanks to Ad.ly, a social media advertorial clearinghouse pairing brands with celebs.
• Happy birthday TODAY to nightlife impresario David Rabin. TOMORROW to Betty Beauty Nancy Jarecki and Haute Hostess Elizabeth Scokin. SUNDAY is Ralph Destino and Peter Pennoyer’s birthdays. NEXT WEEK: Wish a happy birthday to W Magazine’s James Reginato on Monday.
• Upcoming events: THIS WEEKEND: Get yourselves down to sunny Palm Beach for the 57th Annual Palm Beach Heart Ball and the Seventh Annual Everglades Foundation Benefit. See our events page for details on these events and more!