One thing I like about this article is that it emphasizes the overly negative atmosphere that the Internet can sometimes have. If a product were capable of healing everyone with throat cancer–you’d get some loony on a forum complaining that it couldn’t heal a sinus infection too. All it takes to ruin a company’s online reputation is one malcontent at a computer.
http://www.visibilitymagazine.com/location3-media/tarla-cummings/online-reputation-management