Do you pay attention to online product reviews? Certainly, in the days when organic ranking counted, we felt driven to get [positive] client reviews on our website. Unsurprisingly the practice has morphed and crept into online marketing—both with faked positive reviews and now with fake negative reviews on competitor’s sites. Some reviewers have been involved in posting bogus reviews in exchange for freebies and fake online reviews are being traded on the internet. I have had occasion to question some product reviews, and now maybe I can explain it to myself. As with movie recommendations and travel destinations, it is frequently better to make your own judgement call.