Walmart has been catching flack from the Facebook community for creating a group aimed at generating conversations (and sales) of back-to-school needs for the dorm room. But you have to give them credit. They had to know they were going to get slammed for the most part by the community. Anything that hints of big business usually does, but that didn't stop them from doing it, which is good. It's better than the weak attempt they made before of promoting a supposedly independent blog site that ended up being funded by Walmart.
It takes guts to do what Walmart did and will take even more guts to stick it out and dialog in an open, uncontrolled forum rather than resort to trying to control the conversation through trickery, or ignoring it altogether. It may not be the easiest policy, but it's the best one if you truly want to be apart of the collaborative culture that Wikinomics is built upon.