- pre-internet sales relied on marketing/word-of-mouth
- reviews inherently shift focus of consumers
- reviews are a way of constructing identity
*i support these products, ie, these products are what i am*
or
*my opinion on this product is worthwhile*
- review as helpful engagement
- review as anti-corp technique
- review as political - classic 'review arc' ie, long tail of reviews
- what does it mean to review guns on the internet?
*this object of death/killing is good, here is why*