The warning may seem dire, but it's the truth: own your identity online...or else:
The two main trends of the Internet 2.0 are blogging and social software. Beware, in this Internet everybody knows more and more about you. There is less and less privacy.
Don't want a virtual identity ? It is going to be difficult to hide... What is also interesting is the online reputation of products, services and companies starts to appear as well.
I actually like this transparency very much. It will be easier to know who is a trustable person and ban from your business relations any company or person that you heard way faster than before that you should not trust.
The rest of Loïc's article is about why to blog, and some tips on getting good search results that you want to be associated with.