Type Dell and Jeff Jarvis into any search engine and you'll know that Dell is headed deep into a PR Crisis that will only become increasingly more difficult to climb out of. When the two ladies in the food court are commenting on the blog buzz, you've pretty well reached saturation.

Dell's reactions have been typical, almost understandable. They're using the old playbook and sticking doggedly to it. Corporations, large ones especially, are slow to react and even slower to change. While you can't really forgive them for the unresponsive and poor handling of customer service, you can at least understand how it's come to be and how it will be even harder to shake off.

What I totally do not understand - however - is the silence on behalf of the competition. What a golden opportunity that was wasted. When an A-list blogger is very publicly roasting your competition, do you not think this is the time for you to shine? Were I in the marketing department for any of Dell's competitors, my fingers would have been flying to try and be the first to email Jeff and offer him a laptop.

"Hi Jeff - sorry to hear about your difficulties with your Dell laptop. We still believe that customer satisfaction is important and would like to offer you one of our laptops along with our full service plan. We know you'll have a much better experience with our company."

For the cost of a laptop, any company could potentially have turned the 'Don't buy Dell' buzz into a 'buy X instead of Dell' buzz.

Apple is similarly squandering the gift that's landed in their lap. Were I doing PR for Apple - heck, even as the manager of an Apple store - my first step would be to give Jeff a phone call and ask him how he's enjoying his new Powerbook. Ask him about the negative aspects of his experience and see if you can use any of that information to improve your own business - and do it in as public and visible a way as possible. Paint Dell as the big, cold, unchanging corporation and Apple as the underdog who listens and cares.

If you are not monitoring the blogosphere for what is being said about your competition you are missing countless opportunities.