Today the New York Times extensively documents the unethical business strategy used by the owner of a web-based eyewear business.

After making the discovery that Google does not distinguish between positive and negative mentions of a business on the Internet, he resolved to treat complaining customers as badly as possible to encourage complaints about his company on consumer sites. I do mean “as badly as possible”: the Times relates the accounts of customers who received insulting phone calls, threatening mail, and other harassing and bullying communications from the entrepreneur, who uses multiple aliases. The method works well: since on-line diatribes, complaints and bad reviews have piled up over his poor service, outrageous conduct and often shoddy merchandise, the man’s business is booming. Its name consistently nears the top of Google’s search results when a potential customer types the name of his or her favorite eyewear designer and “eyeglasses,” sometimes placing higher than the designer itself. Continue reading →