FOR polar or lunar exploration, we are an intrepid species, eagerly
vying with one another to be first. But we're not so brave when it
comes to being the first to buy a particular product or service. We
much prefer letting someone else go on ahead and report back.
Like others, I used to rely on professional critics for guidance in
many domains — restaurants, movies, books. When the Web arrived and
the opinion of every single customer could easily be published online,
we began to listen to one another instead. Amazon.com was a pioneer in
offering customer reviews of books and many other products.
vying with one another to be first. But we're not so brave when it
comes to being the first to buy a particular product or service. We
much prefer letting someone else go on ahead and report back.
Like others, I used to rely on professional critics for guidance in
many domains — restaurants, movies, books. When the Web arrived and
the opinion of every single customer could easily be published online,
we began to listen to one another instead. Amazon.com was a pioneer in
offering customer reviews of books and many other products.
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