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In the brave 2.0 world of marketing, brand managers are supposed to embrace customer reviews. But the dirty secret is, they hate them. They have good reason to, in many cases. Like, for instance, check out the reception on Amazon to Mobile Office's Laptop Steering Wheel Desk, an accessory that you attach to your steering wheel that can then hold a laptop or drinks. "Wow is this thing great! I use it as a 'mini-bar' when the friends and I go out to the bars. I can quickly fix multiple shots of tequila for myself and the friends as we drive from one bar to the next," wrote one. "As a college student who works full time I don't have much time for sleep, let alone homework! With this laptop desk I can easily do my homework while driving to and from work. If your using a netbook there is even room to drill a redbull sized hole to hold your drink!" Those, by the way, are the five-star reviews. The one-star ones are even more bizarre and sarcastic. "Not suitable for stock car racing," complains one. "Not recommended for small dogs," grouses another. Best of all are the images that customers loaded related to the product, which feature upturned cars and jackknifed tractor trailers. Thanks to Sam Ewen at Interference for bringing this to our attention.

—Posted by Todd Wasserman

By now you've probably seen the cheerleading lumberjack models that the Gap has laid upon us. Love them or hate them, that's not important. Check out what they've done in Vancouver, to introduce a new loyalty program:

The "Sprize" program promises shoppers that if they buy something at full price and it goes on sale within 45 days, they'll automatically credit the difference to their account.

Gap demonstrated the importance of this concept by turning their store upside down. Literally. Cool.