Agreed. It is one thing to falsify customer reviews, for example, but something completely different to have several aliases to promote an active community. The information and links that were posted obviously provided value to readers. Who posted it is not quite as important. The same thing with Kevin Rose saying that digg was a friends site. People are naturally guarded against being sold to - even if the said item acutally does provide true value. People just want to decide on their own without the sales pressure.