The Federal Trade Commission recently sponsored a conference on “Blurred Lines: Advertising or Content?” that reflects the agency’s concerns about the resemblance between native ads and “real” articles. The chapter discusses the problem of sock puppeting where executives masquerade as everyday consumers and post negative reviews about their competitors. Numerous cases have come to light of hotels, restaurants, and other businesses that pay customers to write positive evaluations on review sites. Wikipedia can be edited by anyone. Do we care about source credibility anymore? What does the future look like for source effects in an age when anyone can post content, and pretend it came from a credible source?