I feel the author of the story missed out on drawing some important business conclusions: 1) the lack of authentication of users makes tripadvisor vulnerable to a better product, 2) the fact that users have to sift through reviews or have a strategy to read reviews points to the fact that a more personalized service would be a great benefit to travel researchers, 3) people are craving information from people they are sure they can trust or who have the same tastes as them.