Take Out/TakeAway: There is a double brand effect in play here—a takedown of United Airlines and a paean to Taylor guitars. (Maxwell makes a point of saying "No Taylor guitars were harmed in the making of this video.")

Social Media Effect: Brands beware: disgruntled customers with large MySpace or Facebook followings, such as those who belong to bands, can be a social-media nightmare … especially if they can express themselves with a dose of creativity. This is Jeff Jarvis vs. Dell Computers translated into the YouTube genre. The number of views and comments posted in just three days—e.g., "My Brother worked for United as a baggage Handler and on the first day He watched othe Handlers open bags and steal the contents. He quit within the hour! Scum Bums!"—tells a greater story than one protest song. Unlike Dell, United issued an apology within days.

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YouTube BrandWatch is The Big Money's exploration into how the world's best-known businesses, so adept at managing their images offline, are being perceived online, where control is harder to come by. Every week, The Big Money features a corporate-themed video that's had significant viewership on YouTube: some approved, some unapproved, some mashed-up combinations of the two. And we'll ask our readers to vote on how the video affects the brands. We think the responses will surprise you, and provide a window onto what is fast becoming the most important playground for corporate games. (Note: This feature has no official relationship to YouTube or its owner, Google.)