Building an online business is not different than building a business in the Brick in Mortar world. The same principals apply.

• Keep the customer happy.
• Keep the customer happy
• and keep the customer happy.

With the anonymity that is afforded to both consumers and merchants online both sides use it as a way to behave less than ethically at time.

Unfortunately you have many layers when buying goods and services online and sometimes what appears to be a merchants site may be an affiliates website. Affiliate marketing is a solid business principal but may times affiliates fail to realize that their action also reflect directly on the merchant or organization they are affiliated with.

In a recent news story I have found a situation where an affiliate completely exposed the private Identity of a consumer while at the same time using a public forum and private emails to attempt to intimidate a consumer. All while the affiliate used an alias in the saga.

What is really sad in how this played out is that the Merchant Green Mountian Coffee Roaster did not terminate the affiliate for their activity.