I think they mean if the advertised product. So like if Kleenex buys the ad space they'll let kleenex know they're boycotting them and why, not Microsoft.

Oh, that's not who the letter is for.

You'd be surprised what can happen when the underlings that are responsible catch wind that angry customers are trying to get in touch with the boss.

Learned this one from the wife of a CEO, and it works.

Years ago, in a battle with HCA, I got a major part of my husband's hospital bill from a surgery charge dropped because the bill which was part of a Workman's Comp case was challeneged by the businesses insurer, went into legal arbitration, and we won.

The hospital had 6 months to get the full and compete bill to the Workman's Comp insurer and they fucked the dog and when the insurance settled, the part that was for the use of the surgical suite - the single LARGEST part of the bill - was not included in the total.

Imagine my surprise when 5 months later, that part of the bill showed up.

Oh hell no. Straight to the top, naming and shaming the head of corporate billing. Used meaty words like "incompetent" and "ineffective".

Two weeks later I got a call from the head of corporate billing herself, and a letter stating that yes, ooops, we're sorry, the bill has been forgiven.

ALWAYS go to the top.