Nobody's saying the company has to like the fact that its customers are cheesed off, or that its BlackBerry Messenger (BBM) service is down.
It doesn't have to put the flags out because reports indicate the problem has reached South America either. It just ought, really, to at least make some sort of statement on the subject.
From the company's website, though, you'd never know there was a problem. Operators, meanwhile, have been telling customers it's simply not their problem, although they're sympathetic.
Meanwhile a real time search for BlackBerry on Twitter unleashes a torrent of anger - customers are seriously not pleased and they're not holding back. There are a lot of very smug iPhone users commenting back, particularly as this time tomorrow they'll have their equivalent of BBM in place as Apple launches iBuddy as part of iOS5.