Let's get one thing straight - this blog isn't a critique of the content of the controversial Wheat08 website.
Depending on your stance on wheat marketing it was either a revelation or heresy, but that's not the issue here.
The issue is how it has been put together and how some people in favour of an open market have decided faceless attacks on WEMA and AWB would be the best way to further their case.
In actual fact it does the exact opposite. By not having the conviction to stand up and claim ownership of the various commentaries on the website, which have clearly taken significant time and effort, those behind the website are opening themselves up to claims of malingering.
It's your website and its a free country - why not have the courage to stand up and identify yourselves instead of hiding behind a veil of anonymity.
The automatic response to the unsourced analysis, whatever the merit, is 'what have you got to hide'?
And what about GrainCorp - who have registered the site? Surely they knew that it was a matter of 30-second search to find out who owned the Wheat08 domain name? Why not come clean from the start.
The wheat industry has been plagued by this Machiavellian attitude for too long - its time for frank and open discourse, not for the cloak and dagger treatment.
As a journalist, of course I acknowledge the need for people to operate off the record in compelling circumstances, but this is not one of them.
I would contend that the stunt has backfired, through no fault of the material itself, but because of this lack of accountability.
Those in favour of free marketing not involved in Wheat 08 must be furious at the chance it affords those in favour of the single desk to take the moral high ground.
I've a simple message for all those involved in the wheat marketing debate - lose the intrigue and let your arguments and facts do the talking.