Last year I had a situation with a client that I respect & admire both personally & professionally. She had a personal situation with an individual that really wasn't worth her time, but was insistent on playing a little "online retaliation" just to vent some frustration & pain from her personal issue with this individual. I knew this was a bad idea from the start as it was NOT in her character, and professionally she owns & operates a $100 million company with a (formerly) perfect reputation. She managed to get someone to go the negative route online, and for a few months it seemed to give her a feeling of justice.
Then one day, she discovers that the other party turned around & copied exactly the method that her "negative campaign" guy had implemented, and as we all know, Ripoff Report doesn't remove things & climbs the Google SERPs very well. I'm not saying she deserved it, but there's serious long term consequences that most people don't understand that can come from decisions that are emotionally fueled.