Customers may trust the ratings and reviews or not, but never refuse to interpret them. A good rating with low reviews will tend to be considered untrustworthy with the option probably being rejected. In other words, the subject may reject the option but this decision is already an interpretation of the figures. Therefore, the trustworthiness of bad ratings tends to be higher than that of good ratings. So in a rating dominated world, how do we bring in the concept of loyalty into the fold?