Have you ever walked into a grocery store to buy something, saw the number of options available, and then spent an hour comparing every single one until you were sure you were getting the best product? Or refused to buy a product in-store until you had done a detailed comparison online?
In this data-driven age, this isn’t uncommon. This can be seen through the power of review sites; various research conducted has put online trust in review sites at a 80-90% range. Everyone is bombarded with information, and trying to find more information that will tell them which information is best.