John Mackey, the CEO of organic foods giant Whole Foods is revealed to use a sockpuppet. According to Wikipedia, "A sockpuppet is a secondary online identity used for purposes of deception within an Internet community. A sockpuppet is a false identity through which a member of an Internet community speaks while pretending not to, like a puppeteer manipulating a hand puppet." Mackey spent 8 years in online forums speaking ill of rival Wild Oats using the name Rahodeb (an anagram of Deborah, his wife's name).