Even the best run companies occasionally have dissatisfied customers. Traditionally, a customer dispute was commenced — and on most occasions concluded — in private, whether through phone calls, letters, or even with the aid of an uninterested, third-party mediator.

In all but the most unusual circumstances (such as class actions or broadcast news’ consumer advocacy segments), publicity for any one consumer’s complaints was limited by the loudness of his voice on the “street corner” and the limited access that a typical citizen had to traditional media.

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