I agree that customer reviews are becoming more important, but again there is potential for bias as it’s totally possible for a retailer or manufacturer to write a positive review for themselves or negative reviews of competitors. The issue of consumer trust may be raised again when they begin to scrutinize every review wondering if it’s real or fake. Perhaps like Digg, an authority/trust system for reviewers needs to be in place to prevent spam and also to skew the delivery of review results towards more active reviewers, as spammers are likely to sign up and post just on one product or one category of products if they’re trying to tarnish their competitors’ reputations. Social shopping site owners also need to keep an eye on abuse like multiple accounts from the same IP address.