The PR response thus far from Samsung is baffling to me. Samsung's worry at this point should not their phones catching fire, but their brand's reputation. Th

The PR response thus far from Samsung is baffling to me. Samsung's worry at this point should not their phones catching fire, but their brand's reputation. The textbook example (literally, books have been written about it) on how to handle a case like this is The Tylenol Crisis[1] -- when Tylenol bottles on the shelves were removed, laced with cyanide, then put back on the shelves (killing seven). The perpetrator(s) has never been caught. For those that don't remember... * Johnson & Johnson recalled 100% of US inventory and had it destroyed. 31 million bottles, $100M (in 1982 dollars) loss. * Tylenol was put back on the shelves with newly developed triple-seal tamper resistant packaging. * Johnson & Johnsonl also issued coupons for a $2.50 discount, available in newspapers and by calling a toll-free telephone number. * Johnson & Johnson also unleashed a massive marketing campaign aimed directly at the medical community, and had over 2000 sales people going out and making presentations on how they've tried to make this kind of tampering near impossible to go undetected again. [1]http://www.aerobiologicalengineering.com/wxk116/TylenolMurders/crisis.html http://www.aerobiologicalengineering.com/wxk116/TylenolMurde...