Nick Carr notes the existence of what he dubs"defensive blogging" - i.e., starting a blog so that you can have some control over what shows up in search results:

Leonsis is what you might call a defensive blogger. His main goal isn't to enter into a "conversation" with the AOL "community," but just to gain more control over the results that show up when people google him. In fact - and this really turns the whole corporate blogging ethos on its pointy little head - Leonsis is blogging not to increase the flow of information but to narrow it, for his own professional benefit.

I flagged this story as something of interest yesterday, but never got around to it. Today, it's a full blown meme :) I find that I like Doc Searl's take on this:

Doesn't always happen with me and Nick, but I couldn't agree more. Though I'd add that Ted is being both Machiavelli and Cluetrain compliant. (It isn't like the guy isn't getting clues, is it? He's not bunkered down in what Dr. Weinberger aptly called Fort Business.)