enigma1 - 1:22 pm on Dec 8, 2011 (gmt 0)
I think one important aspect that's missing is the review target.
So if you read a positive review for the company's service does that mean you have a satisfied customer? Or if you read a positive review about the product purchased does that mean the company delivered it without problems? So there should be a differentiation for reviews.
I think customers always think about the product to buy first then the company where to buy it from, but a review can target one or both of these and although true can be unreliable for somebody else.
Even if a company is perfect, while the product has problems because of a manufacturer's flaw, you may read negative reviews that affect the distributor.