Corporate Blogging and Transparency or Corporate Blogging and Sincerity?

As the discussion about "synthetic transparency" has gone on, I started to wonder whether transparency is the only issue we should be talking about, or if it is just one issue among others. For example, it seems to me that people look to company blogs to get a sense that the company is "human," or that there are real people at the company, or that the company is one we feel like we can "relate to." Thus, should we be talking about a sense of sincerity rather than transparency as a criterion to assess blogs? We can always talk about both, of course, or others, but what's the most important?