Consumer Militancy

There has recently been a surge in online consumer activism, notably in banks and utilities [via Slashdot]. This phenomenon was innevitable, something related to the growing powers of online governmental petitioning (as covered in last weeks Economist [sorry, paid or subscriber article]). I'm very curious to see what happens with this stuff in the coming years. Will customers and constituents be able to have any kind of influence? How will this effect free markets, capitolism, etc.

UPDATE
Also see the JetBlue debacle... And how collective customer action brought about the first airline Passenger Bill of Rights:
JetBlue.com: bill of rights
CNN coverage
consumeraffairs.com coverage