Amazon: In April 2009, Amazon became the target of outrage when sales rankings and search results for LGBT material mysteriously disappeared. Amazon’s initial response, describing the delisting as an automatic action to remove “adult” content from its sales ranks and lists, triggered irate responses and led over 26,000 individuals to join an online petition protesting the removal. Although Amazon later apologized for the incident, calling it a result of a “ham-fisted glitch,” the harm to its reputation – both in the LGBT community and among others who trust Amazon as an impartial source of information – had already occurred.