(Image credit: Consumers Union)
Neatorama is proud to bring you a guest post from Ernie Smith, the editor of Tedium, a twice-weekly newsletter that hunts for the end of the long tail. In another life, he ran ShortFormBlog.
From literary advocacy to union battles to communism claims, the origin story of the organization that publishes Consumer Reports kind of has it all.
Last year, a consumer advocate showed up in the most unlikely place: On YouTube, the home of the no-questions-asked unboxing channel. Cody Crouch, aka iTwe4kz, reviewed a set of earbuds from a company called Kanoa. In a Nike hat and a Puma sleeveless shirt, Crouch (who was clearly frustrated) trashed the earbuds at length and questioned the behavior of the company that was banking on him to give a good review. The company, blaming Crouch’s bad review for spooking investors, shut down, with thousands of paying consumers left in the lurch. However, it’s now widely believed that the company was running a scam, only made a few pairs of headphones, and used Crouch’s review as an out. Now, there’s talk of class-action lawsuits. This might sound like a crazy story, but it’s nothing compared to the tale that gave us the modern consumer advocacy movement. Strap in and we’ll get to testing.
The standards nerds who formed the basis of the consumer rights’ movement
The thing about watching a video from a guy like iTwe4kz is that you’re watching, really, for his opinion, which is likely to be loud, brash, opinionated, and not entirely impartial. That’s not a knock on him. That’s just the way YouTube works—we watch videos for the opinions shared.
But the problem, of course, is that biases swing in all directions, and in a world where you’re getting marketing at every single second. A lot of people read this in their inboxes. And a lot of the messages surrounding it are often promotional or marketing in nature.
And the problem, over the years, has gotten worse. How do you rein it all in?