Many of us, including myself, are fascinated by online ratings. If my vacuum cleaner breaks, I’ll run a Google search for “best vacuum cleaner,” and I’ll end up ordering whichever one has the most internet hype, the most stars out of five. Apart from price, customer reviews are really the only other factor in my decision.   It’s not purely irrational behavior. I know nothing about vacuum cleaners; all I can do is trust my digital peers who have already purchased them, and therefore, have more experience....

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