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While I do believe consumers are increasingly able to sift through a list of reviews and ignore bogus and bias, at some point, it runs the real risk of being akin to reading an unprotected e-mail box. You end up losing faith in the tool.

We’ll see how it all progresses. Clearly the march to social content and context is unmistakable, I just think it will be full of new challenges and forces that introduce real noise and adoption/confidence risk. This MC example is a case in point to a future of comment-based content that won’t be all that "neighborly".

Perry

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