Via Brand Autopsy there is an interesting thing going on at Bzz Agent. If you do not have a great product, the last thing you want to do is pursue word of mouth marketing. Of course, if your advocates are your employees and existing customers, they are going to be a bit more forgiving.
Thanks to David Lorenzo for pointing out that my post was referring to a Jan 2005 Brand Autopsy post, not 2006. These "Best of last year" things make life difficult.