by Mykl Roventine
The Bizarre Saga of InfoWorld Writer Randall Kennedy and Devil Mountain Software
[Via Daring Fireball]
Good investigative reporting by Larry Dignan and ZDNet.
[More]
With a title like Why we don’t trust Devil Mountain Software (and neither should you), you know something good is coming. It turns out that one of the columnists for Infoworld, Randall Kennedy, was also, using a false identity, the CTO of a software company touted by Infoworld.
They found out last week and have canned him but it is pretty embarrassing episode. As they say:
Devil Mountain Software is a business Kennedy established that specializes in the analysis of Windows performance data. There is no Craig Barth, and Kennedy has stated that this fabrication was a misguided effort to separate himself (or more accurately, his InfoWorld blogger persona) from his Devil Mountain Software business.
ZDNet has been doing an investigation of this very thing. It seems that the only apparent existence of this CTO, Craig Barth, was in quotes from IDG publications. This company, Devil Mountain Software, has made quite a name for itself with some pretty amazing statements, such as 86% of PCs were using way too much memory under Windows 7. This company was quoted at saying “Outside of Microsoft, I don’t think anyone knows more about Windows performance than us.”
The ZDNet investigation, which is an amazing read, indicates that the company itself, and its software, are not what they seem. What is interesting it the timing of Kennedy’s release from Infoworld.
ZDNet says it was going to publish its report today, revealing the hoax. Infoworld severed its relationship with Kennedy yesterday, claiming it had found out on Friday about the whole mess. They never state whether this was because of the impending ZDNet revelations.
And the name Craig Barth goes back over 10 years, apparently before the Devil Mountain Software stuff, as a contributor to magazines that Randall Kennedy was not allowed to write for, as he was working as an analyst at the time.
A lot of this work was possible because of the Wayback Machine at Archive.org. This keeps snapshots of web pages as they change, allowing people to find what was on old sites before they were scrubbed. The Internet never forgets.
And, one of the ways they connected Kennedy with the software company was that he made some mistakes and logged in as himself to upload graphics. He apparently did not realize that the graphic would get tagged with his ID.
There appears to have been an attempt to clean up some of this but the Wayback Machine revealed the originals.
The lesson: if you are going to create an alter ego on the Internet, you had better have it completely planned out from the beginning, make sure you never slip up regarding who is the alter and who is the ego, and make sure you create a vibrant social media life for the character, with traits indicating a completely separate personality from yourself.
Of course, cultivating and curating this alter ego could take as much time as leading a regular life. Not very easy to do in a well connected world.
This also indicates the poor vetting job many reporters do. They simply call a phone number and get some quotes. That is why this was able to go on for 10 years.
I think the only reason this came out is that the alter ego, Barth, finally went too far, making statements that were so much against the current thinking that somebody decided to track this guy down.
So one final lesson: never allow the alter ego to become too well known. Otherwise, they may be asked to make an actual appearance.
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