“Companies are increasingly turning to so-called ‘word-of-mouth’ advertising, in which products are hawked-sometimes by paid salespeople, sometimes just by volunteers-in ostensibly innocent everyday social interactions rather than traditional print ads or TV spots. In 2002, in a particularly controversial instance, Sony Ericsson dispatched 60 actors to tourist attractions to pose as sightseers and ask people to take their picture with a new camera phone before going on to extol its virtues-all without disclosing their connection to the company.”