This story is just too much. From this morning's Wall Street Journal:
For about eight years until last August, the company [Whole Foods] confirms, Mr. Mackey posted numerous messages on Yahoo Finance stock forums as Rahodeb. It's an anagram of Deborah, Mr. Mackey's wife's name. Rahodeb cheered Whole Foods' financial results, trumpeted his gains on the stock and bashed Wild Oats. Rahodeb even defended Mr. Mackey's haircut when another user poked fun at a photo in the annual report. "I like Mackey's haircut," Rahodeb said. "I think he looks cute!"
What an embarrassment.
David Kesmodel and John R. Wilkie, "Whole Foods Is Hot, Wild Oats a Dud--So Said 'Rahodeb'; Then Again, Yahoo Poster Was a Whole Foods Staffer, The CEO to Be Precise," Wall Street Journal, July 12, 2007 (subscription required)