I'm not sure what the big deal is:
1. He didn't reveal any inside information about Whole Food.
2. He didn't reveal any inside information about Wild Oats.
3. A number of other people guessed who he was a long time ago, even though this only made the news now.
4. He revealed who he was last August, even though this only made the news now.
5. He did not write anything factually incorrect (as far as I know, according to the news reports).
6. He has a right to post his opinions anonymously, just as we all do on this forum.
7. His posts have no effect whatsoever on the stock price of either company.
Certainly the readers of Yahoo Finance boards would have preferred to know his identity, just as I'd like to know if a negative post about a restaurant on LTH Forum was actually written by the owner of a rival restaurant (or whether a glowing review of a book was written by its author). The forum is better if these kinds of things don't happen. But we shouldn't pretend this is some corporate scandal when it really isn't.