When I was in London last week, the news broke that Sony reportedly set up a blog (with nil disclosure) purporting to be written by some punk kids who just wanted a PSP for their damn holidays. It was quickly exposed. The blog, originally at www.alliwantforxmasisapsp.com, (but no mas) was likewise quickly taken down.
Look, the comments thread is a brilliant place for hyperbole. There's nothing anonymous commenters love more than to claim that a transgression has forced a once-loyal brand devotee to shun a product.
So take the proclamations written there with the proverbial cuation, but ask yourself, "Do these people sound like brand ambassadors?" Because some of them likely were, before the blog launched.