I love this kind of thing- the little guy does what he can to take on a big company. Jake is a loyal customer (platinum member) of American Airlines, but got dissed recently over a $50 mix-up that was their fault and got insulted at the same time.
So, he's written a letter to the company explaining the circumstances and counting (literally, by the second, on his site) how long it takes to get an reply/apology from the company. Will they reply? Does it matter that he's blogging it all? It'll be interesting to watch. Oh, and he's having a contest for anyone who wants to guess. GO Jake!