It is also risky, for now, because even sophisticated people can be gullible about what they read there.

ECONOMIST: Gossip on the web

Why would they be gullible?

NPR: Successful Madoff Investors Worry About Lawsuits

He can't be that gullible.

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The technique is little changed from the previous venture, and is starting to look weary: he makes fools out of gullible celebrities (mostly, it must be said, from the lower ranks), pausing only to make fools of regular folk.

NEWYORKER: Br��no