Harvard Business School Professor Goes to War Over $4 Worth of Chinese Food (opens in new tab)

The proprietor has apologized more than twice in the emails.I do not think it is fair for the HBS professor to take such drastic measures because a hapless businessman did not understand enough HTML to update a website frequently.

This guy, Ben Edelman, focuses a lot of his work on online advertising issues. The question here is that his campaign against the Chinese restaurant, although technically correct (they did charge higher prices than advertised online) is wildly disproportionate.

This is such a brilliant example of how attention to detail and treating every customer as your most valuable customer is crucial. Such a simple situation to show: 1. you never know which customer is the one that will tweet/publish their experience (good or bad). Offering to pay the $12 immediately would have solved this and caused no negative PR 2. you have to make sure your entire business and it's assets are up to date, all the time. It might be a rookie mistake to have a website that the proprietor can't update ... but I feel they plain forgot to make the change. If your website isn't integral to the way you run your business and considered in every decision you make, close down your website.

Ben Edelman has been instrumental in the fight against malicious advertisers. It takes patience and diligence to demonstrate illegal online advertising. Ben is one of the few people that does it well. That said he should go easy on this restaurant...the owner seems knowingly ignorant that he was overcharging customers.

At least one of those individuals is a jerk.

A good lesson that all emails are potentially public :)