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Permanently removing yourself as a customer from a brand does not send a message. It's only good for making yourself feel good. If one wants to send a message, it's imperative to use collective action- organizing or joining an organized boycott. An organized boycott has a specific start and end date and its demands are publicly known. That way the owners of the company can see the dip in their charts.

[arghzzz]

Well, the people who boycott aren’t silent (see above). Maybe someone younger reading this thread thought “what rootkit?” and looked it up. Maybe now that person won’t buy Sony. I certainly don’t. You know Sony’s marketing research departments are aware that this is a thing. One of the great things about capitalism is consumer choice and the way a negative brand image actually hurts their bottom line and helps their competition. Imagine if Comcast had competitors :)