Wow, there was a huge blowup on Amazon yesterday over an indie book. It actually improved the book's sales until the author got involved. Unfortunately, the author said some extremely rude things to some readers on the boards, which was not a good way to deal with the situation, and which has angered a lot of his former supporters.
Rule one of promo: Do not be rude to your readers. Ever. If you are angry, step back from the keyboard for a while. Never, ever, ever let yourself indulge in a public blowup. If you are calm and don't respond, people will admire your restraint. If you get rude, people will resent it... and remember it.