Information Wants To Be Free!
As Cluetrain states, people do not want to hear banalities from PR hacks. They want to hear the truth from people who know something.

So there was this guy named Richard Tomlinson who tried to live up to Cluetrain. One problem: he was a Secret Intelligence Service agent and he was planning to set up websites that published the names of other agents.

Robert Novak probably got some ideas from this...

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