But what if they really do suck.com?

One of the reasons I like reading the business press is stories like this:

The Internet has become a mecca for disgruntled consumers, creating new challenges for companies accustomed to controlling their message tightly. While companies can't pull down a negative YouTube video or erase a critical Twitter post, they have more power when it comes to domain names. [...]

Of the companies surveyed, 35% own the domain name for their brand followed by the word "sucks." They include Wal-Mart Stores, Coca-Cola, Toys"R"Us, Target and Whole Foods Market, according to FairWinds. Some 45% of these domains have yet to be registered by anyone.

Here's a refreshingly direct acknowledgment of that desire for control they're talking about, from the stub page you get if you visit southwestsucks.com:

Southwest wants to control the release of inaccurate and irresponsible information about the Company via the Internet.

By "inaccurate and irresponsible" they mean "accurate and inconvenient," of course.  I always find it fascinating how corporations embody all the worst attributes of actual flesh and blood human beings—as in this case, with their desire to suppress negative information rather than acting in a way that makes it transparently false.