The single social necessity we all have as humans is not to have power, but to not be left powerless. This fundamental principle led pilgrims to new lands, colonists to organize governments and oppressed of all walks of life to rally against those holding the notion of powerlessness over them.
And so it comes to bear on the Internet. Protecting your reputation is an activity all people and organizations should participate in. Companies are especially keen to this practice because the liberation of publishing has led to the simple fact that anyone can post anything about anything online, regardless of motive or motivation, with little recourse in the offing. Sure, libel and slander online are still libel and slander, but there’s a whole lot of reputation-sensitive content that won’t fall under the guise of legal precedent.