carry oil for squeaky wheels.

Whenever there is an online backlash against a brand or product, one of the first things I hear (or usually read) is a reminder that those voicing concerns aren't a large part, and at times aren't even a significant part, of the overall audience / customer base.

The problem with that line of thinking is, given current technology, those who voice concerns are the groups with the most visibility, and are usually afforded the most credibility.  And that's ignoring the mainstream media's current fascination with anything related to Twitter.

If 4%, or even 0.4% of your customer base is whipping up a frenzy on a social network, it's visible enough to impact a much larger group of customers, or potential customers.

Angry people aren't quiet.  And anybody can be loud, today, if they manage to strike a chord with the right people.