new england patriots and identity creation

My apologies in advance to anyone who may be a fan of the pats.  it was an incredible game and even more incredible that they lost. i (not so secretly) love it.but the readings that were covered this week talk alot about creating alternate identities in cyberspace.  blogs, chat rooms, MUDs (ok, kinda dated article, but interesting to look at it from an earlier position) all give us the opportunity to create an identity which may be either fictitious or (more likely) the identity that isn't easily displayed in public.See Adam's Role: It's Top Secret in the Boston Globe.  The Patriots have for years relied on this dynamic duo of Bill Belichick and Ernie Adams, reportedly the uber-genius of the group to develop New England's dynasty team.  Belichick is the face of the team but relies on the knowledge and advise of Adams to perform.  Maybe it's a weak link, but I wonder how this differs from anyone's identity creation online? and more specifically, think about it in terms of copyright issues?  ownership?  the above mentioned article tells the reader that belichick and adams are coworkers and more importantly friends.  So, he may have permission, but essentially, Coach Bill is using the ideas, thoughts and knowledge of someone else (even if you forget about SpyGate ) without giving credit to the original author.the context is the only difference between the Pats and an individual creating identity online.  I'm thinking that it's not unique to the online environment, maybe just easier.interesting.