It gets worse - Edelman has revealed it is behind two more 'flogs,' or fake blogs, created on behalf of Wal-Mart, writes Online Media Daily.

 "Doesn't anybody at Edelman see the irony behind having their own paid critics writing Wal-Mart's Paid Critics blog?" asks Sean Carton, a blogger, author of eight books about technology and the Internet, and chief strategy officer for Baltimore interactive consultancy idfive.

"This was a brilliant idea, in its way, but it was evil and they got caught. It was old media thinking in the new media world, and you can't get away with that [stuff] anymore."

I couldn't agree more.  See the previous post.