Apparently whining on message boards and blogs does work. A recent study shows that today’s self-proclaimed liberal young people believe the information provided by the comment sections on websites to be more trustworthy than the information provided by corporate pigs in slimy ad agencies; therefore many companies are now checking out comments made on the internet about their products. 13WHAM.com reports:

Twitter is getting a lot of buzz because companies are monitoring the website for unhappy customers. Better to address a complaint early before it goes viral on the web. The Boston Globe reports that businesses in the US are monitoring the blogosphere for customer complaints and dealing with them.
Companies are listening because they have seen the future and it’s in blogs. According to the Millennial Strategy Group, young people trust Web comments more than advertising or the media. The young or so called “Milennials” will outnumber Baby Boomers and Generation X by 2010. A new generation with a new way to communicate and be heard.

That sounds peachy keen, except doesn’t the very democratic nature of commenting make it problematic for consumers? Sure anyone can comment, but anyone includes ad execs. Way to think, my young comrades.