For a product that just launched I'm extremely impressed. Tying it into the analysis, that's the key. Beforehand [reviews] weren't anything actionable. You can see with the search engine results that all those pieces are showing up because of the careful consideration in creating this.

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Reviews are critical [to online success]. Most sites do a pretty poor job of giving enough information to the customer to make a purchase. Less and less people are trusting organizations for their product information -- the BS levels are a little higher.

161

There's really something powerful to this. It's cheaper to get customers to generate media than it is to do it yourself.

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