10 It's increasingly clear that many postings on blogs and product reviews on Web sites are fake or are posted there to manipulate consumers' opinions. For example a miniscandal erupted in 2007 when the press learned that the CEO of Whole Foods had regularly been blasting competitor Wild Oats on blogs under a pseudonym.104 How big a problem is this if consumers increasingly are looking to consumer-generated product reviews to guide their purchase decisions? What steps if any can marketers take to nip this problem in the bud?