The awesome power of the internet

I am consistently amazed at how convinced people on social news websites are of their effect on the average company.
"Make them crap their pants with the awesome power of the internet"
What do you mean? What awesome power of the internet. When commenters take credit for the network of choice for the change in behavior of a company, they fail to notice how few people care about the issue. Given the nature of these sites its quite simple to see right now the amount of people who care about the current "cause" enough to click "digg" is around 2600 diggs. That means there are only 2600 people willing to bother clicking a button, which is much different than write angry emails to companies that do business with millions of people.
I don't want to discourage activism, but mob mentality, and a false sense of empowerment greatly discredits whatever progress people are trying to make.