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Compare the comments on this story to the ones found here: http://news.ycombinator.com/item?id=1834976

What's the qualitative difference which elicits a different response?

Interesting point. I suppose with PayPal there's a bit of "David vs Goliath" to it.

The ice block is also exceptionally more clever than just posting flyers that say "we're cheaper"

There's also that element of Karma I suppose.

Awesome catch. I think that its the 3rd party reporting that makes the biggest difference.