I'm originally from North Carolina and I once learned that our state motto is "Esse Quam Videri" which translates to "To Be Rather Than To Seem"
If you ask me, this should be the motto for businesses (and individuals) who are trying to adapt to the new world of community, marketing and advertising on the web. The days of "seeming" are over and success in the future is all about "being". Really, there is no choice - the customer now decides what is real.
To Be Rather Than To Seem - it makes sense to me.