As was shown last week the rise of executive bloggers has given web users unprecedented insight into the minds of executives and into the thinking behind company strategy. This is particularly true in the open source world, where communicating with your partners, customers and suppliers in an open way is part and parcel of the business model.

It’s not surprise then, that Sun’s CEO, Jonathan Schwartz, is one of the leading executive bloggers, using his blog to present Sun’s strategy and his thoughts to the world.

What is particularly fascinating about Schwartz’s blog is that his thoughts and those of Sun, the corporation, do not always perfectly match. We know this because the URLs for Schwartz’s posts do not always match up with the titles they eventually given - presumably once the PR and legal departments have had a go at them.

The on-going patent battle with NetApp is a perfect example:

“Thank you, Network Appliance” stated Schwartz in response to the news that NetApp had launched patent infringement claims against his company. A calm and considered response. The URL, on_patent_trolling suggests he would like to have said a few other things instead.

In fact he probably did, and it would be fascinating to read draft the original, but we only get access to the title. Similarly, last week’s “ZFS Puts Net App Viability at Risk?” apparently began life as harvesting_from_a_troll (there’s a theme developing there).

It’s not just the NetApp case that’s provided an insight into Schwartz’s subconscious. Here’s a few of CAOS Theory’s favorite examples, from the sublime to the ridiculous:

Put Your Money Where Your Mouth Is -> Comparing Sun’s Grid to IBM’s Grid
I Love Mainframes -> Community Development Comes to Hardware
But We Did Not Hug -> The World Just Changed
Pink Nosed Reindeer -> What the Pink Dots Mean
Killer App on a Mobile -> Just Ask a Teenager
Why ODF Matters -> Why Free Standards Matter
Free Like a Puppy -> Free Grows Revenue Just Ask Your Carrier
The Inevitability of an Alternative -> Sun’s Acquisitions Accelerate Microsoft Interoperability
Rewriting History and Vocabulary -> The Word “Open”
Brutal Efficiency Virtualization By Another -> The Glamor in Mass Transit (?)