Someone

		$rules[] = new RewriteRule(array(
			'name' => 'pompous',
			'parse_regex' => 'portfolio/(?P<item>[^/]+)/?$',
			'build_str' => 'portfolio/{item}',
			'handler' => 'pompousHandler',
			'action' => 'display_portfolio',
			'priority' => 7,
			'is_active' => 1,
		));