Ah, to be a fly on the wall in the marketing meeting at the Cartoon Network that day. It must have been like watching a train-wreck about to happen. The marketing campaign for the Cartoon Network’s Aqua Teen Hunger Force paralyzed a major city, resulted in a $2 million fine, put two people in jail and one high-level network executive out of a job. It also brought the term guerilla marketing to the forefront of America’s consciousness.

Product and service reviews by consumers are becoming more and more popular on the many online stores popping up these days. Customer feedback is all over the page. But what is the impact?