Negative content isn’t necessarily negative reviews, but rather, it refers to content that slander your company. These include both legal and illegal publication of negative content. Even plagiarism on your articles is viewed as negative content, as search engines penalise sites for using the same content as others.
Don’t for one second believe that the actions or motives of the other parties are innocent. There are many people that thrive in bringing the competition down with negative content simply because they don’t have the talent to succeed. First Page can protect you from such behaviour.