Starbucks needs a blog

Nathan's doing some great blogging from SES; here's a good bit:
"Gary posed to the panel the problem of natural Google Bombs, where a negative site (IHateStarbucks.com) turns up as number 2 in a search for a brand (Starbucks). Steve noted that Starbucks' mistake is not having a blog, and not bringing this guy on to talk to him. Either he'll come off as a kook and lose his credibility, or the company will look better by showing their interest in what consumers have to say."