Oh come on, it was too hard not to use such a tabloidesque post title.
Anyway, so someone called the wine that Hugh Macleod pimps “crappy” and Hugh went off and shredded the guy and even drew a nastycard about it.
Quite an over-reaction if you ask me. Markets are conversations but I understood the cluetrain intention was still to remain civil in the conversation. If someone calls your product crappy you can ignore them or engage with them to find out why and either improve yor product or discuss with the person why you think it is untrue. Getting personal and calling the person names is not conversation and is not the way of the cluetrain.
A better analysis of this comes from Tom Coates.