Yesterday, Edelman president, CEO and namesake, Richard Edelman, apologized for Walmarting Across America.

The fake blog, or flog, was outed after it became revealed that the smarmy travelogue of two people travelling in an RV across America, posting about how great Walmart was along the way–was a shill site bought and paid for by Edelman PR.

In his blog, Edelman wrote, “Let me reiterate our support for the WOMMA guidelines on transparency, which we helped to write. Our commitment is to openness and engagement because trust is not negotiable…”

Apparently for Edelman, transparency is just another pretty face.