Why You Can't Really Trust Negative Online Reviews.
The Great Wall of China has more than 9,000 Google reviews, with an average of 4.2 stars. Not bad for one of the most astonishing achievements in human history.
But you can’t please everyone.
“Not very tall. Or big. Just sayin. I kinda liked it. Sort of,” wrote one ambivalent visitor of the structure, which stretches thousands of miles. Another complained, “I don’t see the hype in this place it’s really run down and old … why wouldn’t you update something like this? No USB plug ins or outlets anywhere.” Someone else announced that he’s “Not a wall guy. Laaaaaaaaammme.”
Even Shakespeare can’t escape the wrath of consumer scorn. One reviewer on Amazon awarded Hamlet just two stars: “Whoever said Shakespeare was a genius lied. Unless genius is just code word for boring, then they’re spot on. Watch the movie version so you only waste two hours versus 20.”
It’s no wonder why we live and buy by online reviews: The Washington Post recently reported that a third of American adults use a computer or phone to buy something at least once a week — “about as often as we take out the trash.” Last December, 75 percent of Americans said they would do “most of their holiday shopping on Amazon,” according to CNBC’s “All-America Economic Survey.”
The credibility of all reviews — even real ones — is questionable. A 2016 study published in The Journal of Consumer Research looked at whether online reviews reflected objective quality as rated by Consumer Reports. The researchers found very little correlation.
Why?
Reviews are subjective, and the tiny subset of people who leave them aren’t average.
People who write online reviews are more likely to buy things in unusual sizes, make returns, be married, have more children, be younger and less wealthy, and have graduate degrees than the average consumer, according to Dr. Simester’s 2014 study. Online reviewers are also 50 percent more likely to shop sales, and they buy four times more products.
“Very few people write reviews. It’s about 1.5 percent, or 15 people out of 1,000,” Dr. Simester said. “Should we be relying on these people if we’re part of the other 985?”
https://www.nytimes.com/2018/06/13/smarter-living/trust-negative-product-reviews.html?fb=0&recb=home-living.thompson_sampling&recid=173fTZCFHqW8CGT7SbTuDQ09EKP&contentCollection=smarter-living&mData=articles%255B%255D%3Dhttps%253A%252F%252Fwww.nytimes.com%252F2018%252F06%252F13%252Fsmarter-living%252Ftrust-negative-product-reviews.html%253Ffb%253D0%2526recb%253Dhome-living.thompson_sampling%2526recid%253D173fTZCFHqW8CGT7SbTuDQ09EKP%26articles%255B%255D%3Dhttps%253A%252F%252Fwww.nytimes.com%252F2018%252F06%252F29%252Fsmarter-living%252Fwhat-to-do-if-you-spill-on-your-laptop.html%253Ffb%253D0%2526recb%253Dhome-living.thompson_sampling%2526recid%253D173fTZCFHqW8CGT7SbTuDQ09EKP&hp&action=click&pgtype=Homepage&clickSource=story-heading&module=smarterLiving-promo-region®ion=smarterLiving-promo-region&WT.nav=smarterLiving-promo-region
= new reply since forum marked as read
on Twitter, Facebook, Yelp - blogs. 
I only waded in a bit but my favorite was the guy who posted pictures proving when he wore the shirt, the sun disappeared. 
Thanks for the link 