I am loving the Whole Foods debacle. The CEO kept a yahoo finance message board alias for seven years, and used it to promote himself, Whole Foods, and occasionally attack his competitor, Wild Oats Markets. Message Board posters are constantly accusing each other of being “paid pumpers” or “paid bashers” or secretly working for a competitor. 99.99% of the time, these conspiracy theories are completely ridiculous. But now, thanks to Whole Foods CEO John Mackey, we can expect message board conspiracy theories to live on for quite a while.