Measuring Authenticity

My friend Dan Debow, who runs a company whose business model is basically designed around Gen Y attitudes towards authenticity at work, forwarded me this item, about a consulting company that promises to be able to calculate how "authentic" something or someone is, mathematically:

Using a 360-degree method of capturing data relevant to understanding a person or organization's authenticity level, a score (also known as an Authenticity Index) can be produced that describes that person or organization's level of authenticity.

Being able to assess a person or organization’s level of authenticity goes a long way towards predicting their behavior and thus their outcomes.