His own words convict him of being a crummy person. From that Times piece:
When he first heard about Get Satisfaction ["an advocacy Web site where consumers vent en masse"], it was by e-mail from one of the site’s employees, who was trying to mediate on behalf of unhappy customers.
“They wrote to me, ‘We’d like to talk to you; we should take a proactive approach.’ ” Mr. Borker sneers and rolls his eyes. “I sent him a photograph of this,” he says, raising his middle finger.
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