Companies must understand that there is now officially nowhere to hide.

If big business thought old school consumer activitists like Ralph Nader were a thorn in their side, wait till they see what wired consumers like the Neistat brothers will do to their brands. The brothers’ iPod’s Dirty Secret site does an absolutely brilliant job of airing their grievance about a defective iPod battery.

It will be interesting to see how Apple responds and how long it takes for them to wake up to the impending PR disaster as this rapidly spreads across the net.