The new CBS show Undercover Boss appears to be very blatant marketing. Even when you look beyond the concept that employees have no idea what their CEO looks like, a new part time employee at 7-11 goes on his first day from cleaning windows straight to calling the 7-11 headquarters instead of the manager. That is very real. So how much would Guerrilla Communication have to pay CBS for our boss Herbert Krabel to go undercover for an hour in prime time? We'll call him Fritz and give him a new look.