Pseudonymous publishing

In July 2013, it was discovered that many of Elite Daily's writers were using fake names and profile photos that were actually of unrelated models.[11] In a September 2013 interview with TechCrunch, founder David Arabov revealed that he publishes all of his articles under the pseudonym, "Preston Waters."[2] At least five other in-house writers were also publishing with pseudonyms. Elite Daily's staff was described in the TechCrunch article as having the belief that "there is no responsibility in telling the truth when it comes to [a writer's] byline or bio, as long as the articles themselves are accurate." Source