The idea of authentic marketing was developed on the premise that digital consumers are too savvy, and have too many resources available to them, to be fooled by dishonest, self-serving marketing messages. When attempted, sophisticated consumers will flee, but not before inflicting a little pain of their own. In a recent example, Amazon felt the sting of a good pitch-slapping from disappointed customers who felt duped by the retailer’s self-proclaimed Christmas in July sale.