The raw power of an information brand--and, amazingly, its potential for abuse--was demonstrated last week when an Internet prankster posted a stock tip on a Yahoo! bulletin board and wrongly attributed it to Bloomberg News.

While the incident does show how far Bloomberg News has come since its launch almost a decade ago (hats off to Matt Winkler), it is truly alarming how easily the brand was commandeered by crooks. The Feds are looking into the case, and maybe--as in the Melissa virus case-

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