The biggest threat to a brand.....one disgruntled consumer?

I know this is quite old but it's just such a perfect example of user generated content being used to attack a brand. One unhappy punter + some basic film editing software + the internet = devestating PR. He's so far managed to get it viewed 1.5m times. Clever chappy

Has the internet killed the need for shows like Watchdog? we don't need anyone to champion our mistreatment anymore so long as the individual understands how to get their point of view across in a humorous way. Is this making everyone into a broadcast advertiser?