They say that no press, is bad press, especially in the Internet world, where links are gold. However even then I don't think, Los Angeles based DreamHost is very happy that they are getting coverage all over the net (ref: TechCrunch, Infoworld, SocalTech DownloadSquad, etc, etc). So what is Dreamhost? Well basically just your everyday web hosting company.
Ok so understandable right, I mean humans make mistakes all the time, and companies certainly aren't immune (heck most startup companies are just a series of mistakes until they stumble on to something thats not a mistake). The real problem, that is going to rake Dreamhost over the coals for the foreseeable future is the PR message they delivered. In these days of new media, where companies try to have a hip blog that oozes their personality behind the machine, transparency becomes a double edged sword. In Dreamhost's case their blog normally shows their funny, light-hearted nature, which appeals well to the techno geek looking for a good cheap hosting service. Unfortunately, today when it means they screwed up with peoples money, light hearted joking is not the tone customers were wanting. A sincere apology would have calmed a lot of the storm, but a lack of "official email notification" and instead just a blog post that references Homer Simpson, was not exactly what the doctor ordered. Now 600 comments later (which are almost all negative), I'm sure Dreamhost's is feeling particularly sheepish.
But to me though the crazy part wasn't even the tone that everyone is drilling them on. Honestly I can write the tone off as another mistake, that was human error from the heat of the moment. I'm sure they were just as surprised as everyone else to find the overbilling problem, and they probably just were overzealous in writing something quick on their blog to be as transparent as possible. In this case though people weren't looking for transparency, but reassurance, and Dreamhost would have been better off stopping for a minute and putting a little PR face on.
To me the crazy part is that this kind of glass transparency showed us something, that I think will be hard to recover from: lack of leadership. Because despite the tonal problems, what to me is the core issue is how they tried to blame the problem on someone else. The claim was that it was the "programmers" fault because the system was built too flexible. This frankly is about as lame as an excuse gets. And even if it wasn't, it doesnt matter whos fault it is, as the public head of a company, you take the blame - simple as that.
Ultimately if mistakes are measured by how you recover from them, DreamHost failed miserably.