Hi Canice,
personally, I would agree with you that being able to complain/voice their opinions online opens up an option for consumers who are less confrontational to provide useful feedback to a company.
Here are some links to articles that you might want to have a look at on online complaining...
http://www.forbes.com/business/2002/08/21/0821hatesites.html
http://abcnews.go.com/sections/business/DailyNews/forbes_complaints_020827.html
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