Incensed readers of newspapers other that the News of the World have piled onto internet social networks to register their disgust at the alleged hacking of Milly Dowler's mobile phone while she was missing but still thought to be alive, vowing to carry on not buying News International's tabloid Sunday paper.
Facebook groups set up with the aim of bringing Rupert Murdoch to his knees have seen membership surge, as people who made their minds up about the News of the World a long time ago have decided to hit him where it hurts - in the abstract.
Meanwhile News International UK boss, Rebekah Brooks commented that she is 'sickened' by the allegations and will do all she can to identify the rogue reporter who is to blame.
