A German wholesaler decided to offer a brief apology and rebate to customers who had posted more than 600 complaints about the firm on eBay. Defective products and late deliveries pledged the firm. Half were sent an apology and half were offered a small cash rebate. The result? Nearly half of those who received the apology removed their poor rating of the company. Only one-out-of-five of the customers given the money did so.