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Turning lurkers or unhappy customers into fans. Stroke of genius or swindle ?

Summary : what's a fan on facebook ? Someone who likes a product or a brand of course. Are we wure ? When, to be able to use this channel to get information or the solution to a problem with the product people have to become fan, the system is biased. So the only question is to know what one think of a system that turns lurkers or unhappy customers into fans despite of them. Clever trick or false advertising ? What company is not trying to recruit as many...