The case of the Birkbeck College professor and celeb-historian that admitted posting anonymous and often hostile reviews on Amazon shows that it is increasingly impossible to be anonymous on the internet – even when you try as hard as Figes.

Here’s why:

• Social pressures – speculation and ego are a potent combination that tests the conscience of even the most devious anonymous commentator. And if conscience doesn’t out you the network surely will
• Legal transparency – the threat of legal action for slander or defamation will surely result in the end of the anonymous account. Watch for Amazon’s response to the Figues case. Authenticated accounts are surely around the corner
• Technology – IP level monitoring is a trivial. It scares me how Google Maps can almost always locate me to within a square mile irrespective of my connection-type. If Amazon or your ISP is called on to disclose you by a court you’re a click away from being named and shamed
• Web shadows – language construction and posting patterns provide a unique signature to an individual that is almost as reliable as a fingerprint.

As the battlelines are drawn (dialogue is combative not constructive) for the strike later this week businesses are looking for alternative means of getting post and packages to their customers.

Kelkoo published data last week that said online retailers would be among the worst affected with losses expected to reach £220 million.

Amazon has reportedly sought alternative services. Online retailers such as espares, Figleaves, Firebox and Lovefilm are preparing alternative arrangements. TNT wants to set up a rival postal service.

Neville Hobson has an incredibly sensible call to action:

“Messrs Hayes and Crozier, get yourselves into a room together and don’t come out again until you’ve solved this. While you’re talking, no strike.”