As we said in one of our inaugural posts:

• Transparency is essential. Don’t hide sponsorship relationships. Be honest. Nothing undermines your credibility more than sneaking advertising into consumer experiences.

(I know this is last week’s news but) Sony and one of their agencies put up a fake blog (it was here but it’s gone now) for their PSP. Michael on the uninstalled blog says “I have to say that this latest PlayStation Portable blog, created for Sony by advertising firm Zipatoni, scales impressive new lows.”.

Here’s the thing I don’t get. The PSP is an awesome device in my opinion. I really love mine. I think it rivals (and sometimes surpasses) the iPod in terms of hardware and (especially) software design. So here’s my question: could the people at Sony and their agency really not come up with a single authentic feeling about this lovely device they could turn into a message to the point where they had to manufacture this fakery?