Frank Barnako in his Internet Daily discusses “Why Wikipedia Can Be An Advertiser’s Problem,” noting that Wiki entries on branded products are placing highly on search engine results, exposing users to potentially critical information about the products. Barnako quotes PR guru Steve Rubel (different one) to the effect that brand owners should resist the temptation to run to the ‘self-editable’ Wikipedia and edit. Rubel, in an extensive report on the Wiki/brand relationship , notes that the Wiki community can ‘sniff out corporate manipulation.’
Discussion of Wikipedia sock puppetry here
Discussion of ‘Being John Malkovich,’ a film featuring a puppeteer, here.