Very interesting.
No surprise that they are monitoring though. The automakers all have "spies" on the auto enthusiast forums, though they are 100% silent members... but yes, companies actually do pay employees to surf the forums looking for likes, dislikes, and potential issues that will hurt the business or even safety issues yet to be reported through normal channels.
For a while there was a running joke that if you had a userID on Dieselplace, GM would automatically void your warranty on your Duramax.




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