I would expect…

… the leader of a successful, social-mission business to be a bit smarter than this:

For seven years, Mr. Mackey had an online alter ego.

Using the pseudonym Rahodeb — a variation of Deborah, his wife’s name — Mr. Mackey typed out more than 1,100 entries on Yahoo Finance’s bulletin board over a seven-year period, championing his company’s stock and occasionally blasting a rival, Wild Oats Markets.

Sigh.  A sad commentary on the state of our culture.