Behind the now extremely bitter war between British Airways and the Unite trade union representing unhappy cabin crew is an increasingly fierce web campaign.
The saga took another twist today when the union managed to appeal against a previous ruling banning its latest series of strikes.
When the row between the pair started in late-2009 the trade union started feeding a number of social media channels including a Twitter account and YouTube page to post information to members, public and the media about its stance on the negotiations.
But with an already protracted stand-off between the pair now entering a very tense phase as next wave of strikes kick in, Unite has upped its digital battle against BA.
The rather amusingly titled (from a trade union perspective) Brutish-Airways.com website launched this week, including another video portraying a conversation between a cabin crew member and BA executive.
httpv://www.youtube.com/watch?v=34265WFtiL4
Now many would assume that a rather dull video clip going on about the intricacies of an industrial dispute wouldn't be particularly popular - but 53,000 views does appear to paint a different picture.
By all accounts British Airways CEO Willie Walsh is prepared to stand his ground in the dispute, so it is entirely unclear what the Unite union will do next with its web campaign.
The latest edition to the site, for example, is an automatic email which sends a pre-written letter to BA chairman Martin Broughton.
For its part, British Airways is regularly feeding its Twitter profile and YouTube channel with information and clips