The point I'm trying to make is we shouldn't automatically assume something is bad just because our first instinct says so. In this case our first instinct reacts to misleading people because that's usually a bad thing. Usually it's used to hurt people.
But in the case of Scott Adams his sock puppet isn't hurting anyone. So it's neutral at best. So then the question is between neutral and acceptable.
For this to be acceptable it has to do some good. There are cases when lying does an overall good so the questions is whether this is one of those cases.
If you hold truth as a value than this does a societal good. Because many people would automatically dismiss a defense of Scott Adams ideas coming from Scott Adams. Those same people would listen to an anonymous person. So Scott Adams' sock puppet allows his ideas to get a fair hearing in the debate.
Which is why I don't see the evil in a famous person having a sock puppet
(I feel the need to say I AM NOT a Scott Adams sock puppet...just for the record)