In a Slashdot story on cell phone use, an interesting side point got made about dealing with consumer complaints:

Also of note: Intelliseek's Pete Blackshaw 'says companies used to dismiss vocal complaints from one or two consumers as an aberration. But now, they have to pay attention because now those complainers may have blogs. '"

Very much so. Google United Airlines, and look at the second search result. That's why you need to pay attention to search results as a marketer...