It's all good advice I'm sure, although possibly less guaranteed in outcome than suggested. But maybe the real clincher for discussion here is just how many previously innocent brands might want to join a new axis of evil. There's eyeballs in those hills. Some people might look pretty longingly at the sort of metrics that people like Guido (and The Telegraph) are getting. Let's call it disrepute management.
Setting fire to your own house would attract attention. Until everyone does it.
http://tinyurl.com/cftt7f is Outspoken Media.
PS: we all know Skittles Twitter thing, but have you read #skittles? This doesn't remotely qualify for the notion above but I could not imagine this post in support of a Mars sweetie product a matter of weeks ago:
HallLife: Omg skittles new commercial so f**kin funny you guys got to see it I almost spit out my drink its called reflect the rainbow