Buzz-o-phone Podcasts Customer Rants and Raves

Via Micro Persuasion, I can't stop listening to Buzz-o-phone. It allows consumers to call a phone number and share their brand love and/or hate. Nothing special? Well, it then publishes those messages as MP3 files via an online player and RSS feed. You can hear a woman rant about her Sears experience then a guy rave about his favorite coffee. Some even reference one another. Via trackback, AdRants predicts that companies will take advantage to promote their brands via the site. I wonder, are they even listening? My initial thought was that crank calls would be a problem, and although there are some, they are so dopey as compared to the real customer feedback that they just make the callers look stupid rather than ruin this great site.