The Perils of Sock Puppetry

Paging Glenn Greenwald. Or is it Rick Ellensburg?

The Hand That Controls the Sock Puppet Could Get Slapped

SAN FRANCISCO, July 15 — On the Internet nobody knows you’re a dog — or the chief executive of a Fortune 500 company.

Or so thought John Mackey, the chief executive of Whole Foods Market, who used a fictional identity on the Yahoo message boards for nearly eight years to assail competition and promote his supermarket chain’s stock, according to documents released last week by the Federal Trade Commission.

Mr. Mackey used the online handle “Rahodeb” (an anagram of his wife’s name, Deborah). In one Internet posting sure to enter the annals of chief-executive vanity, Mr. Mackey wrote as Rahodeb, “I like Mackey’s haircut. I think he looks cute!”

With all a chief executive has to do, the 14-hour days spent barking orders, digesting reports, motivating employees and courting Wall Street, why would they spend their time sparring with anonymous critics online? And what makes them think they won’t be revealed?

One word: hubris.