I am not suggesting to use SPCR as your personal weapon in order to call various companies for liars and frauds, because that is just as futile as when you 'attack' resellers. Instead of feeble unstructured attacks on individual companies I suggest a coordinated strategy which uses carrots instead of sticks. Forget about XilenS for now, the problem is that you are so focused on winning individual battles that you fail to conduct the war in a manner where you have a chance of winning. What I am saying is: Fight smarter, not harder.
I will try to show you what I mean by using a few quotes from "The Art of War" written more than 2,500 years ago by Sun Tzu, the 'Father of Strategic Thinking'.
The commander who lacks strategic thinking and planning but simply advances his troops to engage the enemy in a frontal attack will be captured.
You will continue to run your head against a wall unless you give serious thought to an overall strategy for promoting truth in advertising through carefully planned steps that will bring you towards your goal one step at the time.
In war, do not launch an ascending attack head-on against the enemy who holds the high ground. Do not engage the enemy when he makes a descending attack from high ground. Lure him to level ground to do battle.
Do not try to counter the power of their marketing budget, because then you are fighting from a position of weakness. When companies exaggerate the performance in their marketing to resellers and customers, then you should think of a way to level the playing field that does not involve directly calling them liars. Counter their lies with objective product comparisons that cannot be touched by defamation and libel law suits.
In war, it is not all a matter of numerical superiority. If you are neither fighting a war of attrition nor launching a direct frontal attack, then numerical superiority is not a crucial winning factor. The alternative way is to first carefully analyze your enemy's intent and strategy and then consolidate your forces and strike against the enemy's most vulnerable target.
Your fight is not solely about resources for marketing and lawyers. If you do not attack to ruin the company through lawyers or by matching or surpassing their marketing budget, then the resources they rely on will not be those resources that win the war. You already know that their intent is to mislead retailers and consumers into thinking that their products are superior and that they do this by fudging the results/methodology and distribute their claims with a large marketing budget to ensure that they win more new (and ignorant) customers than they lose unhappy customers. By working towards making SPCR the authoritative force in objective reviews of PC components (esp. cooling fans which is where they make a lot of money) then you have consolidated you strength and can attack them with objective results where they are the most vulnerable; retailers and customers who are ignorant of objective comparisons.
Tong is the freely accessible ground where both you and your enemy can come and go at will. In this type of terrain, you must occupy the high, sunny ground first and make sure that your supply line is totally secure. This will confer great advantage to you when you do battle with your enemy.
Your 'Tong' is the Internet and email newsletters (not angry emails!), because that is where both of you have equal access to address retailers and consumers - the SPCR forum is an additional advantage, because that is your home turf. This give you the upper hand in choosing your battleground (also of Sun Tzu origin), which is objective information about performance. In order for you to hold the indisputable source of objective information you need to ensure that you are standing on the moral high-ground, and that methodology, interpretation, and descriptions of results can stand up to scrutiny and that there is a continuous flow of updates and adjustments of the lists of recommendations. As your opponent cannot stand up to scrutiny in their supply of test results, you will have the upper-hand.
Regarding encampment at a hilly location, you must choose the sunny aspect and your main force must be flanked by ancillary forces as well as shielded by the hills at the back. These actions fully capitalize upon the contours of the landscape and provide you the positional advantage in waging a war.
To protect your position of honesty and objectivity you could ally yourself with other like minded sites and work towards a standard test methodology (horizontal cooperation on your left flank, and horizontal standards on your right flank) while you can seek cooperation with one or more medical organizations to cover your back by validating and endorsing the importance of your quest. In this way you will be able to attack from a superior position instead of a position of weakness.
The best policy is to thwart your opponentâ€™s plans by superior strategy, the second best is to weaken the enemyâ€™s alliances by the use of skilful diplomacy, the third option is to resort to military operations and the last is to besiege a fortress.
My suggestion is that you resort to the two first options, because by taking the high ground with objective information you can easily target the resellers as well.
It is pretty safe to assume that the resellers are promoting the 'wrong' products because they do not know better rather than being based on ill will. I think there are two things you may not have considered: Why would they stop selling a product that sells well just because you (one person) send them your opinion? They have to make a living, so why would they stop carrying a product that apparently sells well if there (from their point of view) is no better alternative? Without addressing those two issues you will not get anywhere!
If you want the resellers to change to a 'better' behavior, then you have to help and support them, otherwise it is just as fruitless as telling an alcoholic to stop drinking!
If SPCR (or any other site) had up-to-date information about how different fans compare to each other when compared objectively, then you could send a reseller a mail with something like:
I am working with the National Hearing Loss Prevention Association in an effort to educate the public of the dangers of noise produced by computer components and to assist computer resellers and costumers with selection of parts and components that are more gentle to their health.
Currently, one of the worrying issues is the lack of standards in noise testing of products as specified noise emissions cannot be compared based on manufacturers' specifications. As we are aware that most resellers do not have the equipment and necessary resources to test the noise emission of all the products they carry, we have started a campaign to educate the public and help resellers, such as yourself, provide better service to customers based on objective comparisons across product categories.
In order to help your sales staff make better recommendations to your customers we have produced the enclosed information sheet to support our interests in reducing the risk of noise induced hearing damage and your interests in providing the best possible service to your customers as well as working towards the highest possible customer retention rate.
Should you find our service of interest, then we encourage you to share the enclosed newsletter with your sales staff and to visit www.whatever.com/newsletter_service/
to sign up for future newsletters. About once a month we will send you a newsletter with the latest test results and recommendations for a component category. The next newsletter will have a PSU test round-up. On our website you will find continuously updated test results of all categories and I would also like to invite you and your colleagues to tap into the resources of our forum, where our fellow quiet computing enthusiasts will be able to help with questions, concerns, or need for recommendations.
There is no guarantee that my outline is the best possible strategy, but based on my experience in sales and marketing this strategy will give you much better results than the strategy you are currently following. Of course there are a lot of mile-stones before you will be in position to 'launch your attack', but at least it allows you to work effectively towards your goal.