Nice article here from the New York Times about determined detractors, their 
growing influence and how US PR firms are working out how to engage with them on behalf of their clients. I prefer the more positive term digital consumer, but it's all part of the same trend. It will be fascinating to see how corporations decide to interact with the growing voice of the blogosphere in 2005. Thanks to Alex Barnett for pointing this one out.
It includes this nice Apple example....
One of the most widely publicized detractor stunts took aim at Apple Computer's popular iPod. Two brothers who live in New York City, Casey and Van Neistat, discovered last year that dead iPod batteries could not be easily or cheaply replaced. So they recorded a phone call to the Apple help line, where they were told the smartest thing was to buy a new iPod; shot video of themselves stenciling "iPod's unreplaceable battery lasts only 18 months" on iPod posters; and posted it all online as a three-minute video. The clip cost them $40 to produce.
Apple Computer, which did not respond to messages left seeking comment, soon began offering a cheaper battery-replacement program. The protest video, which went up in November 2003, remains online at www.ipodsdirtysecret.com.
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