Retailer reviews.

The problem with retailer reviews at places like ePinions is that you usually only see negative reviews.

Let’s say there are 100 reviews. 90 of them are probably negative. But those 90 people probably account for nearly all unsatisfied customers, because it’s much more likely that unsatisfied customers will post a review.

So there might be 90 problems and 10,000 happy customers, but the happy customers just go on with their lives.