Ketchum upsets bloggers

Check out this article that touches on the importance of recognizing changing ethical standards in social media.

Ketchum Gets Kid-Glove Treatment on Ethics - http://pulse.me/s/1zG5l

So it is clear that as practitioners embracing this new media we must act with the most professional
standards possible DESPITE consumers of this media being averse to business utilization of it.

Does anyone else think it's hilarious that Ketchum tried to trick bloggers and totally FAILED?  Are they underestimating the sophistication of these nouveau journalists or is this something a client saw on TV and insisted on trying?  Either way I think it's wise to learn that being brash, bold, and exciting on social media is really easy when you're a nobody with nothing to lose, but companies are held to higher standards than nobodies.

Maybe get a patsy/shill/scapegoat to start an underground social media movement for the company instead?