Authenticity: Is It Real or Is It Marketing?

Berkman fellow David Weinberger has penned an interactive case study for the Harvard Business Review.  "Authenticity: Is It Real or Is It Marketing?" takes a look at the value of employee perspective on company issues and goals, teasing out a scenario in which a staffer's interests and 'identity', while not in conflict with her company, don't exclusively align.  

What's your take?  The HBS site lists the ways in which you can interact:

"* Watch case author David Weinberger and HBR senior editor Julia Kirby discuss the challenges of living into your brand identity.
* Read the case below.
* Contribute your commentary on the case and/or read others' contributions.
* Compare your perspective with the experts’."