Whole Foods Market Inc. (NASDAQ: WFMI) CEO John Mackey deserves the gold medal for understatement for calling his anonymous posts on Yahoo message boards an "error in judgment" in one of the least convincing apologies ever. Monumental stupidity is more like it.

What puzzles me about this issue is why a rich, successful and well-regarded CEO like Mackey would even care about the opinions of a bunch of chat board clowns? Is he really that narcisstic that he needs to constantly prove to his greatness? That's really kind of sad when you think about it.

Mackey now is making shareholders pay the price for his insecurity. The Wall Street Journal reports today that the SEC has launched an informal probe of his conduct. In particular, regulators are going to see if Mackey gave overly optimistic statements on the message boards, the paper said.

A special committee of the board also is investigating the matter, which came to light in part because of the regulatory review of its planned acquisition of Wild Oats Markets Inc. (NASDAQ: OATS) which has encountered stiff opposition.

Mackey, who co-founded Whole Foods, seems to be most sorry that he got caught. Any lower-level executive who did what he did would have been at a minimum reprimanded and possibly fired. Though Mackey says he meant no harm, he still needs to be taught a lesson.

Whole Foods should strip him of any options grants awarded to him this year. Mackey should also reimburse the company for any costs its incurred to defend him. Oh yeah, he should be banned from ever posting information on Yahoo chatrooms even under his own name.

He ought to have better things to do with his time.

The CEO of Whole Foods Markets Inc. (NYSE: WFMI) is proving to have an ability, rare among CEOs, to hang himself with his electronic words. The Wall Street Journal reports that between January 2000 and last August, John Mackey used the name "Rahodeb" -- an anagram of his wife Deborah's name -- to make nearly 1,400 posts at Yahoo! Inc. (NASDAQ: YHOO) Finance message boards designed to pump up Whole Foods' stock and denigrate that of its then-rival Wild Oats Markets Inc. (NASDAQ: OATS).

My favorite Rahodeb quote was used to cut Wild Oats down to size. He often criticized Perry Odak, Wild Oats' former CEO, who resigned last year. "While Odak was trying to figure out the business and conducting expensive 'research studies,' to help him figure things out, Whole Foods was signing and opening large stores in OATS territories," Rahodeb wrote in 2005. "Odak drove off most of the long-term OATS natural foods managers" and brought in executives who "didn't know too much about the natural/organics industry or their customers."

Meanwhile Mackey also made use of e-mail to make comments that made him look bad. His comments about the competitive impact of his proposed Wild Oats merger suggest to the government that the merger's intent is to raise consumer prices.