How did Twitter suddenly become the most powerful force for consumer advocacy? I can’t complain, because I’ve reaped the benefits, but it is fascinating that this tiny service, minute in so many ways, offers so much power to the individual user. It’s become easy, almost second nature, to wield this power over the mightiest of corporations. What’s most shocking, by far, is that it actually seems to work. You can really bend the will of a multinational conglomerate using Twitter in ways that seemed impossible talking to a representative of the same company face to face.