Consumers do love the fact the internet makes transparency greater in the marketplace. The reason is no one wishes to be taken advantage of by a seller offering a low quality product or service. To help avoid being drawn into spending money on something that is disappointing, consumers will look for reviews and other tell tale signs of a business’ value online. This might be to the chagrin of certain business owners. So be it! Consumers only have so much money to spend in the market. They have to make the best decisions possible and transparency surrounding the true value of a business helps them do so.