What legal framework for online identity?

Have you ever thought of how reputation is created in cyberspace? Beth wrote an article, Trademark Law and the Social Construction of Trust: Creating the Legal Framework for On-Line Identity, (available on SSRN), in which she argues that, to determine what rules should govern on-line identity, we should look to trademark law, which has the best set of rules to deal with the way reputation is created in cyberspace.