I think it's the register making a hash at a pun: https://en.wiktionary.org/wiki/brick_it https://en.wiktionary.org/wiki/brick_it The pun doesn't really work,

I think it's the register making a hash at a pun: https://en.wiktionary.org/wiki/brick_it https://en.wiktionary.org/wiki/brick_it The pun doesn't really work, but when has that ever stopped headline writers?