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Valeria,

I think this really affects those who are passive shoppers on the internet.

All too often in my experience, I have heard many stories about people being stung by fraudsters.

I then ask what initial research they did on the companies reputation and they nearly always reply with "I just found them on a Google Search for 'XYZ Product'"

It's something we should take time to teach our less savvy internet friends.

We won't resolve the situation without consistently educating them.

Great article, basically I could not believe what I was reading about this guy's ways of doing business. We the consumer are responsible to know where you buy from, by reading customers reviews, BBB complains, etc.
The way he is doing business is not sustainable, hope he ends in jail.

My last experiences with customer reviews are all focused around Apple's app store. And boy, that's an awful one.
I find that most people really have no technical preparation to write reviews at all, and in the vast majority of the cases their technical inexperience forces them to leave a negative review while the only ones to be blamed it's them. Worst thing, app developers have no way to answer to a negative review (like it happens for negative feedbacks on eBay).
Badly implemented reviews systems brings more damage than benefits.

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