According to the "PR Machine" blog, "blogging threatens the power of brands and their message control because blogs facilitate open dialogues with customers. ... The exact threat? Meta-sites, blogs, wikis, and the proliferation of RSS and related site syndication technologies, have all rapidly given a voice to people who previously had no way of expressing their opinions. ... Disruptive messages that campaigns like 'Super Size Me [3]' and 'Fahrenheit 9/11 [4]' send out to audiences threaten brands (be it McDonalds or the Republican Party)." What's a threatened company to do? More PR. "Any Fortune 1000 company that has a threat (blogs) also therefore has a need to meet the threat. PR can fill that need with reactive and proactive blogging." (Um...okay, but shouldn't someone tell PR Machine that "Super Size Me" and "Fahrenheit 9/11" are movies, not blogs?)