A St Albert resident wrote an editorial for the St Albert Gazette complaining, in short, that he doesn't want Habitat for Humanity building projects in his community because he feels that St Albert is of a higher standard than low income Edmonton. He even went so far as to attach his full name and that of his wife, to his letter. The backlash from the community has been harsh to say the least. As a business owner, his company, which markets itself as 'ALL heart', has been targeted by campaigns to boycott their business and even chase them out of town.
The unique power of the internet to express displeasure is astounding and terrifying. Imagine, having to deal with everyone with 10 spare seconds in their day being able to send you their disapproval, rather than the way it would have been in the past, where only those truly angry enough would take the time to write a letter, etc.