In a cyber attack known as Operation Payback, a group of online activists called Anonymous targeted the websites of companies that had treated WikiLeaks like a bad smell. Visa, MasterCard, Paypal and Amazon have all had their websites, and in some cases their services, affected. Welcome to the world of the chaotic good. It is chaotic. But is it good?

These companies all considered that their association with WikiLeaks damaged their brand image, a reflection prompted in some cases by a helpful call from the US state department. In essence they are trying to have it both ways: pretending in their marketing that they are free spirits and enablers of the cyber world, but only living up to that image as long as they don't upset anyone really important. At Amazon there is real confusion between the two roles: it refused to host WikiLeaks but continued to sell an eBook of the leaked cables online.

The hacktivists of Anonymous may be accused of many things – such as immaturity or being run by a herd instinct. But theirs is the cyber equivalent of non-violent action or civil disobedience. It disrupts rather than damages. In challenging the credit card companies and the web hosts in this way, they are reminding these businesses that their brand reputation relies not only on how the state department sees them, but also on how they maintain their independence in the eyes of their users.