Blogger "Morten" wrote a couple of years ago a post on his blog where he said that the chocolate from Xocai promised more than it could give. He was critical of the alleged health benefits of the chocolate, and that the product was sold at the so-called network marketing model.

The post got some attention, generated debate and crept steadily upward on Google's search results. Finally, the blog post appeared among the top hits that came up when searching for Xocai.

Then came the reaction.
Seven-digit U.S. dollar lawsuit

In April this year, "Morten" received an e-mail in which the company claimed Sjokoservice Norway mediated reactions from its American parent company, MXI Corp..

"Morten" shall have been notified that a seven figure lawsuit in U.S. dollars was coming. Sjokoservice Norway pointed out in the email that they could see that many blog posts were written during working hours, and sent the e-mail to the blogger's employer and colleagues.

Later, the blogger did receive a new e-mail in which Sjokoservice Norway explained that hundreds of their members were upset over "Morten's" article. Several members had expressed a desire to travel to his home to confront him with accusations.

On it's website the Sjokoservice Norway have added driving directions to the house, and a map view of Google Maps with an overview of the residence. In addition, they laid out a picture that showed his "family tree", that is, images and names of "Morten's" parents, siblings and wife, with everyone's careers, year of birth and place of residence given.