Preventing sensationalist reactions and outbursts on reddit

If you subscribe to /r/gaming, read Penny Arcade, or even just have been on reddit over the last few days you've read about the Ocean Marketing scandal. If somehow you missed it: in short a customer got shitty service from this guy who runs a company called Ocean Marketing after they hadn't shipped out or completed their product by the promised date and had started offering discounts to new customers, penalizing their current customers. The Ocean Marketing guy, Paul, acted unprofessionally and started bulling his customer, saying a bunch of BS about how he knew the mayor of Boston and all the major tech blogs, mentioned PAX, Mike Krahulik (aka Gabe) who runs PAX got wind of it and everything exploded.

Of course, the backlash here was huge. Penny Arcade probably if not certainly caused most of the problems, but reddit will be reddit, and we certainly helped. I'm not necessarily saying Paul didn't deserve it; he ruined himself. But the usual posts to his Facebook page (for privacy reasons, I'm not linking), links to a domestic violence report filed by his wife, and today a post saying we still need to destroy him even though he's probably already been done in ensued.

This is something that happens on the major reddits more often than most of us would care to admit. /r/gaming had another incident like this only a few months ago, and in that case the redditor involved was entirely innocent in the affair (and she was only being attacked because she worked for the company in question). Both of these occurred after the reddit admins publicly decried this behavior which occurred after it was decried by moderators on AskReddit (sorry, don't have this link) which occurred after it was decried by the admins the first time.

TL;DR up to here: Vigilantism is still a problem on reddit, even though there have been major attempts to stop it and it's fully against the site rules.

Now, I know the general claim here is that it's a select few who actually participate in the bullying, but I don't believe that to be the case. Even from just looking at the above linked post about destroying him, I see heavily upvoted comments about how we still need to destroy him, how this belongs on the front page of reddit, lists of his potential clients, and perhaps most tellingly, massively downvoted comments saying to go easy on him or back off.

When you get a bunch of like minded people together in a room (and that is, after all, the goal of most subreddits), it is easy to spark them into action that takes little effort and has great reward (the reward here being the ability to be powerful).

Preventing this from happening, while obviously necessarily, is not trivial. I personally think we need to change attitudes on posting any personal information on other people, on any widespread attacks, etc. The problem is that changing attitudes isn't easy to do. I think we can start by commenting against anyone who does this, and perhaps linking to reminders like the reddit blog post from back in May. Reporting inciting comments is also a good idea.

What do you guys think we can do to prevent these kinds of reactions?