Marié Digby is a big hit on Google's (NASDAQ: GOOG) YouTube. The 24-year-old's version of Rihanna's "Umbrella" is receiving airtime across the country, and her videos have been viewed over 2 million times. Last week, Walt Disney's (NYSE: DIS) Hollywood Records announced they'd signed her to a contract.

A nice rags to riches story, heh? Except it isn't. The Wall Street Journal stripped the everywoman cover off of Digby by revealing that she'd signed with the record company back in '05. Her YouTube-based PR campaign was carefully constructed by Hollywood Records to launch her in a way that would gain the cache of authenticity viewers grant to user-developed content.

Last year's controversial "LonelyGirl15" campaign demonstrated that some of the smartest people in America work in marketing. Noting the over-the-top success of that program, the ad industry is now awash with companies promising to launch viral campaigns of this nature, inspiring person-to-person emails for their product (you gotta see this!), and playing on the sense of ownership we have when we think we've discovered something authentic that others haven't.

The question here, I think, is one of transparency. Obviously, in light of the way the internet has evolved, we plebeians are willing to trade some of our time viewing advertising in return for otherwise free content. I'm not convinced, however, that we are willing to embrace stealth marketing, where the message is disguised such that we may not identify it as advertising.

The ruse of Digby's launch is minuscule in scope, but nonetheless causes me to trust what I see and read just a little less. And suspicion is an anathema to marketing.