Pavel Durov, founder of the popular Russian Facebook-alike VKontakte, took a bread-and-circuses approach to generosity over the weekend, spending time with VK's vice president tossing paper airplanes made of money out of the company's St. Petersburg offices.

A crowd soon formed outside the building, eager to catch every 5,000-rouble ($160) bill Durov and his cohort were throwing. As tends to happen in these situations, the scene quickly devolved into an all-out brawl.

"People turned into dogs as they were literally attacking the notes," said one eyewitness. "They broke each other's noses, climbed the traffic lights with their prey – just like monkeys. Shame on Durov!"

For his part, the 27-year-old, whose net worth is valued at some $260 million, appeared to be enjoying the commotion, reportedly "laughing and filming" as people trampled over each other in desperation. He later claimed he was simply hoping to create "a festive atmosphere," and stopped as soon as "people turned into animals."

Despite online critics calling his experiment "too cruel," Durov promised that "more such actions are to follow."

[MSN Now, photo via Facebookru]