It's not exactly a form of extortion, at least not in the traditional sense.

If we go to a business and tell them that if we don't get satisfaction, we will tell the world about the poor service we got, that's extortion? I don't think so. Extortion really means that you're spreading damaging information that serves no purpose other than to smear the image of the extortee.

This is different. Everyone has a right to tell other potential customers of their own experiences with a business. This is how businesses establish reputations, good or bad. Giving the business a chance to make things right before their reputation is damaged is hardly extortion.