On the Web, reputation is a critical currency. But reputation is tricky. The way it's measured changes from platform to platform, network to network. And the way we evaluate the reputation of people, products, companies, information, and even the reputation systems, is affected by our own biases. Big time. Gloria Origgi literally wrote the book on reputation, titled La Reputation. A researcher at the Centre Nationale de la Recherche Scientifique in Paris, Origgi is a philosopher, cognitive scientist, novelist, and journalist. Over at my friend John Brockman's essential site EDGE, Origgi tackles the big question of "What is reputation?"