It's satisfying to have extortionists caught and convicted, but from a business perspective, it's a losing proposition if you can't undo the evil damage that torpedoed your business. There is always the “Eric Schmidt solution”: change your name. But changing one's name to avoid damage to online reputation is also very costly - in terms of money and/or emotional currency. If you've witnessed the costs for a business

with an established brand name to change that name, you'll know it can be time-consuming and risky - replacing all signs, logos on headers, business cards, products, websites - all while losing the equity and recognition built into the name. I also had a revenge fax number list porn victim who chose to change her name; it's not an easy process, fraught with all sorts of problems you can't foresee, and very difficult to explain to anyone who knew you by your original name. Even when you change your business name,

loss of identity can creep into your business. As I described in “When Brand Names Are Destroyed By Damaging Doppelgangers,” some companies don't survive this process because it's like starting over with an unknown name. So there's nothing simple about a name change, and one may not have the amount of cash on hand even to do that job. Is Google responsible? Or could CDA immunity be