Capitalism, as a tentacular and always-shifting economic form always incoporate/digest/swallow new kind of behavior (see for instance what Joseph Stiglitz describes about anti-globalisation). Guy Debord would be delighted to know that now detractors (= persistent critics of a company or product that mount their own public relations offensive) are taken into account in the marketing process

"One determined detractor can do as much damage as 100,000 positive mentions can do good," said Paul Rand (...) Now some public relations agencies and research companies are studying determined detractors, dividing them into different groups defined by motivation, monitoring their complaints and trying to help corporate clients decide how to react.

Who's next? Are they going to be part of the PR team?