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Whole Foods CEO John Mackey recently learned of the power of blogs, for good or for ill, when he blogged while concealing his true identity. In the postings, he extolled Whole Foods (surprise!) and knocked his chief rival, Wild Oats. Concerned over disclosure of insider information, the Federal Trade Commission investigated and the matter publicly embarrassed the fast-growing organic food supermarket.

Mackey’s blogging illustrates that, despite the benefits offered by the Internet, one drawback is that it has no eraser. Blogs are an increasingly popular form of cyber expression. Blogs are Internet postings that are often — but not necessarily — third-person musings on any subject about which one prefers to write. Some might say blogs are electronic “bully pulpits” for the opinionated, blending virtual diaries with barstool confessionals. Often associated with sports, politics, or teen angst, blogs are increasingly business related. Some come from individuals, while corporations sponsor others. They are proliferating on a daily basis.

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