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Cyber attacks such as phishing, IRS scams, etc., still are successful in fooling Internet users. Users are the last line of defense against these attacks since attackers seem to always find a way to bypass security systems. Understanding users' reason about the scams and frauds can help security providers to improve users security hygiene practices. In this work, we study the users' reasoning and the effectiveness of several variables within the context of the company representative fraud. Some of the variables that we study are: 1) the effect of using LinkedIn as a medium for delivering the phishing message instead of using email, 2) the effectiveness of natural language generation techniques in generating phishing emails, and 3) how some simple customizations, e.g., adding sender's contact info to the email, affect participants perception. The results obtained from the within-subject study show that participants are not prepared even for a well-known attack - company representative fraud. Findings include: approximately 65% mean detection rate and insights into how the success rate changes with the facade and correspondent (sender/receiver) information. A significant finding is that a smaller set of well-chosen strategies is better than a large `mess' of strategies. We also find significant differences in how males and females approach the same company representative fraud. Insights from our work could help defenders in developing better strategies to evaluate their defenses and in devising better training strategies.