Just when I felt bad about being to harsh in my critique of Thor...

[M&M_MURPHYS]

Option four if possible. The only thing that I believe will change behavior is a public humiliation causing a dip in sales.

[Bob Denman]

The only problem with Option #4: they usually come off and self-serving vindictiveness, and that never makes you look good in the public's eye either...
You'd have to be scrupulously fair about it, and make sure that a representative from Thor is given a chance to respond...