Reviews are a guide post for people that something works. The thinking goes: If no one has ever used the thing I am thinking to buy why would I want to increase the risk of trying it for the first time myself?

There are some people that enjoy the rush of being first and they are what we call early adopters but for all of the other people on the curve, most people have a risk profile towards new things that are much more conservative.

Brand is a way for us to see find consistency and make guesses about the things that work. Reviews is one of the most tangible tools customers use to uncover if they believe something will work or not.