naked short selling

What the heck is naked short selling which has been talked a lot about today? Basically it is a marketing method that has been talked about in Wikipedia. There have been some people disputing whether this is a viable way to advertise and if it even works as well.

I for one am sold on the fact that if Wikipedia talks about it and allows it to be in their database that it is a viable thing. Some people are against the naked short selling idea and that is ok, everyone is entitled to what they want to believe.