The document discusses issues with phony online identities, private user information being exposed, and user-generated content challenges. It notes that fake blogs written on behalf of brands like Wal-Mart and Sony and fake Facebook profiles initially get attention but then turn users away once the deception is revealed. It also addresses privacy breaches like AOL releasing search queries and a MySpace glitch exposing private user data, as well as companies gaining access to children's personal info. The document cautions companies to be careful with user-generated content, as some contests and ads ended up mocking the brands instead of promoting them as intended.