It's probably an obvious move, given Playboy's troubles in keeping with the pack in the era of modern pornography. Hef is talking to Brit Richard Branson about selling off Playboy and its holdings to the UK millionare, which makes sense on a couple levels. First, Virgin isn't a sloppy business and has its hands in all kinds of media. Second, have you seen Richard Branson? He's all kinds of hot and dreamy, very much a modern version of the Playboy that Hef was portraying in the 1950s. There had been talks about passing the reins on to Maxim a few years back; if there's anything Playboy can benefit from, it's avoiding the lad's-mag genre.