The idea is to demonstrate a professional method for communicating with companies that are incompetent or otherwise untrustworthy. The amount of money involved and the business practices of the company with whom he is communicating is not strictly relevant.
It's a Form of hacking a company's processes from outside. Basically you punch through to the enterprise layer of communication and get treated better accordingly.
I’ve worked for 50 person companies, and 250k person companies. I’ve found that, (barring outliers), most CEOs, especially of startups, are very interested in the perspective of ‘Joe customer’, if shared in earnest. When you think about it, they’ve placed many layers of abstraction between themselves and their customers for the sake of the larger perspective. But CEOs are also people, and customers (of someone) themselves. And are therefore interested in the individual satisfaction of their customers/partners, to a point.
