Is your cowboy hat black or white?

Over at http://www.flacksrevenge.com, Bob Geller explores the reputation of reputation management. He takes a peek at the growing number of options for tracking online buzz related to companies, people, products and brands. Bob references a tech mag that talks of how companies are ‘waking up’ to online monitoring – what, wasn’t the smell of the coffee strong enough 3/4 years ago??<
Anyhoo, Bob wants to know if you think ORM is for the good guys or the baddies. Let us all know, will ya?