John Mackey, vegan co-founder of Whole Foods Market, posted anonymously on an internet message board and his ruse is being used against him by the FTC as he tries to buy his chief competitor Wild Oats Market. Besides posting opinions about Wild Oats executives, he also had some Glenn Greenwald worthy sock puppetry going:
The only people who are truly anonymous on the web are Russian mafia hackers and even they get caught sometimes.
At the same time, he wrote glowingly and anonymously of John Mackey.
“I like Mackey’s haircut. I think he looks cute!” Rahodeb wrote on April 28, 2000.
“You must not patronize any of WFMI’s stores,” the writer continued, using Whole Food’s stock symbol. “Tatoos, piercings, unusual dress and interesting haircuts are everywhere in the stores. In comparison, Mackey looks like a model for Brooks Brothers!”
Rahodeb’s final remarks were posted last August, after he lost a bet to another correspondent, Hubris12000, over Whole Food’s stock performance.
“Surgeon General and Boston Cowboy — you were both right about my true identity all along,” he concluded. “Congratulations on your cleverness.”