I’ve given presentations on “creating passionate users” at both Amazon and Microsoft. 2 big companies, 2 CEOs. Guess which CEO has been to the talk? And he didn’t just sit there, he participated. His hand shot up when I asked a question. He quit fondling his Blackberry. But far more importantly–he asked an amazing question. then he asked, “How can I do more for our reviewers? These people do so much, and work so hard–especially the ones who do a lot of reviews — and the ‘Top Reviewer’ badges are not enough.” I was speechless. Not because I couldn’t think of an answer, but because I couldn’t believe someone this far up the food chain would even think–let alone care about this.