I agree that there's a specific size of brand that would find Recon useful - huge brands will have a big social media team working (almost) around the clock, and small companies might not get many mentions, but I do strongly think there's a huge number of companies that fit right in the middle that Recon is perfect for. Have a look at how 37signals have been thinking about this problem, for example: http://37signals.com/svn/posts/3317-behind-the-scenes-twitte...
That 37signals post also highlights a problem with companies of that size that Recon solves - there's so much noise. You could manually search for your brand name throughout the day, or set up an alert that sends you everything that mentions you - but you'd waste so much of your time just sifting through information.
Thanks again for the feedback though - I do appreciate hearing it.