David Pogue's blog entry, "Are You Taking Advantage of Web 2.0?" starts out talking about why companies aren't using Web 2.0, but specifically he is discussing business blogging and the advantages of transparency and open communication with your customers.

We all know, intellectually, that no matter what image a corporation tries to project, it's made up of ordinary people with personalities, insecurities and lives. But because the marketing and P.R. teams work so hard to scrub, control and package a company's image, the public ordinarily sees none of that human side.

When a company embraces the possibilities of Web 2.0, though, it makes contact with its public in a more casual, less sanitized way that, as a result, is accepted with much less cynicism. Web 2.0 offers a direct, more trusted line of communications than anything that came before it.

This is Cluetrain Manifesto stuff. Read that if you want to be convinced of the bigger picture of transparent businesses.