Guidebook giant Lonely Planet was hoping to extol the virtues of its new virtual sales rep system - but appears to be running into a storm of sorts with a decision to almost ignore the Bangkok riots.
The product news concerns the new Platinum Planet service, an web-based system which works by providing information and materials to independent booksellers as well as offering customer support and "best practice" for retailers.
But Lonely Planet appears to have upset a number of travellers with its playing down of one of the biggest political disturbances in years in Bangkok, the main transport hub and backpacker re-fuelling stop in Asia.
There was no mention or any offer of advice via its popular Twitter profile during the past 24 hours for those in or planning to travel to Bangkok, despite the rapid escalation of violence between government soldiers and protesters.
But what enraged many is the lack of coverage on the main Lonely Planet website.
Critics were astounded that the top story on one of the world's leading travel websites had decided to focus on a story about a US basketball player. this was later pushed down by an article about the Lonely Planet awards.
The second story, Is It Safe to Travel to Thailand, only sent users to a comment thread on the site's popular Thorn Tree forum. An extra link pointed to a news story on the BBC from the previous day.
The decision is understood to have infuriated a number of Lonely Planet authors.
Lonely Planet officials have responded in the comments section below...