In September, up pops a folksy new blog called 'Wal-Marting Across America' on the Internet.

The blog documents the 'spontaneous' discoveries of RV-traveling megastore megafans Jim and Laura as they pull over to chat with happy, photogenic Wal-Mart employees, like the guy whose company health insurance saved his son's life, or the woman who worked her way up from cashier to corporate manager.

Unfortunately, it omitted to mention that Wal-Mart arranged Jim and Laura's whole itinerary, paid for the gas, and payed Laura a free lance fee for the blog entries. Exposed by BusinessWeek.com, the stunt is especially bad news for Wal-Mart who have been experiencing a string of P.R. gaffs of late.