That doesn’t seem to be true. Even Apple, for example, will often change their behavior, especially after much vitriol is directed at them. I don’t know whether it’s the vitriol or the nice constructive feedback (there is certainly always going to be some of that mixed in) that causes them to change but I see no indication whatsoever that vitriolic and loud criticism would make them shy away from changing things.

I think it would be an exceedingly bad policy for companies to ignore that kind of feedback. It’s valuable and it should inform decisions. That doesn’t mean that every vitriolic comment deserves a response, but flat out ignoring it – on principle and not because what is said is a wrong argument[1] – would be stupid.

On an emotional level I can understand not wanting to react to that kind of criticism. I probably wouldn’t want to if it were directed at me as an individual. But as a company? I think I would have to[2].

[1] And if there is no argument and only insults the company should do their best to find out what the underlying reasons are.

[2] I’m obviously talking about feedback on an aggregate level. The company should try and identify common patterns in the feedback they receive.