For a man who expends so much energy managing his online reputation, this is the ultimate punishment: Auren Hoffman's profile has been deleted from Wikipedia. Hoffman, the ace networker who's launched a startup to track the trustworthiness of individuals, was caught fiddling with his entry in the online encyclopedia. That's not exactly unusual: plenty of people create or edit their own bios on Wikipedia. But Hoffman looked shifty for using a pseudonym to make the changes; hypocritical, because his very own business, Rapleaf, is predicated on the accurate measurement of online reputation; and stupid, for getting caught, by Valleywag, and now by Wikipedia's administrators. The pseudonym used for the edits, MLK Hamilton, was based on the names of two of Hoffman's personal heroes.

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