We need to be a bit more accurate though so that we can concentrate minds on solving the real problem. From what I can see, companies are not "embarrassed", the

We need to be a bit more accurate though so that we can concentrate minds on solving the real problem. From what I can see, companies are not "embarrassed", they are "afraid". They don't care about online mobs, they care about the drop in revenue that will come from lost business. Reputations that take years to recover impact revenues for each of those years. That's the issue. If we could think of a way to insulate companies from lost revenue, the problem could be solved. To date, there have only been clumsy, amateurish attempts to do this. Actions like, telling everyone, "Hey, go spend your money with this company!" Which for a lot of reasons rarely, if ever, works. We have to come up with something that would provide decision makers at these firms more certainty.