A Reviewer By Any Other Name Would Still Be A Smart Aleck

Any e-tailer knows there is something they need to take more seriously than online reviews. Left unattended, they become spam-filled, customer-repelling masses. When they're strictly monitored and managed, shoppers say you're slanting them to make improper sales. Striking the right balance is difficult but essential. There's little debate anymore that such reviews are not extremely influential on purchase decisions. But these reviews can get creative. How many ways can someone say that a product is stupendously awful? Amazon, the king of online reviews, has some of the most creative. The Wall Street Journal looked at one of the less-expected objects of their criticism: a 600-page paperback written for mathematicians, pollsters and lottery administrators. "With so many terrific random digits, it's a shame they didn't sort them, to make it easier to find the one you're looking for" and "The first thing I thought to myself after reading chapter one was, 'Look out, Harry Potter!'" Story

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