As we've already reported, the worldwide 2010 Toyota Prius recall is happening. We guess they thought by letting it slip while the Super Bowl was happening we wouldn't notice. Oh, we noticed.

The Nikkei News Service reports Toyota will recall 270,000 Priuses in the U.S. and Japan, targeting only the 2010 Prius in today's most recent example of beige biting back.

Because thwacking Toyota is like, the totally cool thing to do, Japan wants the company to investigate whether or not the brakes on the 2010 Toyota Prius are malfunctioning after 14 separate incidents in the last two months.

Since the issue of Steve Wozniak's Prius arose yesterday, Toyota has been anxious to get in touch with the Apple co-founder to diagnose the problem and, according to his assistant, will take the car for testing.

Our story on Apple Co-Founder Steve Wozniak's Prius Cruise Control acceleration issue was shared by Gizmodo and the Woz himself was nice enough to explain what's happening and how much trouble he's having contacting Toyota.

Apple co-founder Steve Wozniak told a crowd today of an unintentional acceleration problem with his 2010 Toyota Prius, which isn't under a recall. "This is software. It's not a bad accelerator pedal," he told the crowd. "It's very scary."

Paul Eisenstein's TheDetroitBureau.com claims dozens of new third-gen Toyota Prius owners have filed complaints with the National Highway Traffic Safety Administration, alleging brake failures. Could it be more "unintended floor mat fiery death acceleration?" Maybe not. [TheDetroitBureau.com]

Did you buy a 2010 Toyota Prius and instantly realized it didn't look as much like a HSV GTS as you hoped? Japanese car tuner Tommy Kaira has the solution for you.

Both the 2010 Toyota Prius and the Brammo Enertia are at the Gizmodo Gallery in SoHo this week. Can you figure out which one is powered by clean electricity and which one dirty dino juice?

Toyota will use the Prius name on more hybrid models in its U.S. lineup, the automakers' top executives told a meeting of U.S. dealers in Las Vegas this week. But don't expect "Prius" to become a Scion-like sub-brand.

Toyota’s Harmony Prius commercial was hippie enough. In a logical next step, they are now planting flowers by Californian highways. Swarms of 20,000 flowers!

Both the 2010 Honda Insight and 2010 Toyota Prius earned top safety ratings from the IIHS, meaning neither can hold it over the other's head. The cheap Kia Soul, though, is probably going to do some boasting.

With the 2010 Toyota Prius moving to the mid-size category and the 2010 Honda Insight undercutting it on price, it's logical a new compact Toyota hybrid is in the works for late 2011. Reuters has the details. [Reuters]

Toyota's begun advertising for it's latest Jesus-mobile, the 2010 Toyota Prius, with a spot called "Harmony." The commercial, designed to show the symbolic connection between nature and automobiles is mesmerizing and creepy.

In our review, we found the 2010 Toyota Prius to be a major improvement over the last generation. Still, we reserve the right to make smug jokes. Caption away, fellas. [Toyotausa @ Flickr]

We've told you the 2010 Toyota Prius finally drives like a real car. We've told you it starts at $21,000. Now, Current TV's Ben Hoffman explains how it'll get you a Happy Earth Lay.

Yesterday we told you the base 2010 Toyota Prius would cost $21,000. Now, full pricing details have been released; you can spend up to $32,520 on the most fuel-efficient car in America.