Most companies prefer to avoid conflict.
But communities are inherently
political, and conflict is the norm. "In"
groups need "out" groups against which
to define themselves. PlayStation gamers
dismiss Xbox. Apple enthusiasts hate
Microsoft and Dell. Dunkin' Donuts coffee
drinkers shun Starbucks. Dividing
lines are fundamental even within communities,
where perceived degrees of passion and loyalty separate the hardcore
fans from the poseurs. Community
is all about rivalries and lines drawn in
the sand