Heifer Project and H.P. Lovecraft

I didn't see the Lileks reference to the HPI that the Maximum Leader detailed below, but in searching for it, I came across some neat Lovecraftian references. I wonder what Lileks' non-literary audience made of it? I wonder if the Christian right sent protests to the paper?

At any rate, the Smallholder-in-laws buy a calf in my name every year. It is a very worthy cause - "teach a man to fish" and all that.