We've done customer service threads, we've done airport horror story threads. What we haven't done, though, is thread about buying habits and what role customer reviews play into that. This video came around at a time when customer reviews were really starting to gain traction. Now, they're almost ubiquitous. "United Breaks Guitars" caused United Airlines stock to drop almost 10%. It's obviously an extreme example, but it's still a funny way to start a thread. Now about that thread.... The vast majority of things I buy are online. With the exception of groceries, and things which require that I pick them up in person -- such as light bulbs, beer, propane, hookers, etc. -- I rarely, if ever, will get up off my ass to do any more than order on amazon. With my prime account giving me free second day shipping, it's just more convenient. And usually it's cheaper on there too. The main reason I buy online, though, is for the reviews (specifically Amazon, though I won't buy a product from any website without reading the reviews first; if it doesn't have any reviews, I'm not getting it period). And if I am buying something in a store, like light bulbs or fertilizer from Lowes or even a new brand of alcohol, you know damn well I'm checking the reviews on my phone while I'm in the store. Do I know that companies frequently use the system to their advantage and write fake (positive) reviews for themselves, and occasionally negative ones for their competitors? Well, yeah. Do I realize that people are more likely to write a negative review than a positive one? Certainly. Am I confused as to how certain products on amazon get hundreds of reviews because who the everloving hell has time to write three paragraphs expounding the pleasure of stainless steel nipple clamps? Mystery to me. But do I still rely heavily upon those reviews when making -- sometimes expensive -- purchases? Abso-fucking-lutely. Focus: How much of your purchasing is online? How much do "customer" reviews factor into your decision? Alt. Focus: What do you think about the current system of customer reviews? Like I mentioned about all the fake "reviews" out there, think there should be a better verification system to see if someone is an actual customer? Or do you think the onus is on the customer to figure that out themselves?