BLOGSCAN - A "Quickie" Web-Site for Cymbalta

On PharmaLot, this post describes a web-site that suddenly appeared with favorable information about the drug Cymbalta (duloxetine, manufactured by Eli Lilly). Based on rumors that the site was run by NovaQuest, a subsidiary of contract research organization (CRO) Quintiles Transnational, blogger Ed Silverman sent an enquiry to NovaQuest. The response was that the site had been taken down, but did not address who put it up in the first place. Are such "quickie" unattributed web-sites the latest form of stealth marketing?