The college guidebook publisher CollegeProwler endured howls from the blogosphere after it was outed for starting Facebook groups purporting to be for future college alumni. Butler University employee Brad Ward noticed and blogged about the groups, which CollegeProwler started to market its participatory guides to students starting college next fall. CollegeProwler co-founder and chief executive Luke Skurman wants to leverage Facebook's young user community but appears now to regret his Facebook strategy. "I've been in business for six and a half years and this is by far the worst P.R. we've ever gotten," Skurman said.