As the kerfluffle over Audible’s podcast offering went on, I was wondering what Audible’s PR people must have been thinking, Cal Bruckner speculates that it was a form of new-age viral marketing. Mitch Ratcliffe says no but doesn’t back away from the stove and throws some more fuel on it. I still wonder what the PR people are thinking. There has to be a middle ground between disingenous flackery and flaming, just as there is a middle ground between messaging and listening. I’d like to see a Steve Rubel case study of this one.