grain of salt

Although it’s true to argue that inauthentic product reviews and endorsements will become more and more adaptively deceptive, like the fake news problem which looms large over society as a whole which destroys relations built on trust and credibility, it’s nonetheless vital to fight against it and some of the automation tools used to amplify an item or an opinion can be used to combat it.
The always engrossing NPR Planet Money brings us the story of one frustrated consumer’s inspired effort to help counteract that particular bane of the connected world. The outcome of his investigations culminate with the site Review Meta that can help identify likely bogus ratings and evaluations, and it’s well worth the time to listen to the entire vignette (because it is clever and) to gain an understanding about the criteria that helps spot an imposter or corporate shill. Distrust will, unchecked, eventually spell the end of the online marketplace—as well as the forum—once we reach a tipping-point where all confidence is squandered.