The X-Tra Battery Kickstarter (https://www.kickstarter.com/projects/x-tra/the-camera-battery-re-invented/) promises twice the battery life for your camera - but CanonRumors (http://canonrumors.com) discovered that the CEO's photo seems to be that of a stock model and the name doesn't seem connected to any real person. We dug deeper and found the true CEO, and the company's real address. Guess what? It's not a California company like they claimed. DPReview, Petapixel, F-Stoppers and Canon Rumors, among others, publicized this kickstarter project that seems to have a fake CEO. F-Stoppers and Canon Rumors did sponsored posts, while DP Review and Petapixel.com's profits were based on advertising. How could these trusted outlets publicize a scam? There's more to it than that, we found, and the real problem might have been calling it a scam without doing enough research. What can we do to prevent such problems in the future? SPONSOR: Go to http://squarespace.com/chelsea & save 10% off your first website or domain with code “Chelsea” SOURCES: contact tony@northrup.org