It started here as another exercise in word of mouth on behalf of a South African winemaker. Now it’s gathering major news headlines and is threatening to become a ‘brilliant-marketing-but-bad-for-business’ case study. Let’s hope for Thresher’s sake it’s not Hoover all over again.
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PR Studies 
Great PR, but unlikely to be Hoover all over again. It’s only really worth 7.67%, which is a nice saving but unlikely to bankrupt the company.
Doh! 6.67% …
Having read this I think it still has shades of Hoover about it:
http://news.bbc.co.uk/1/hi/business/6198828.stm