It's a new world. Thy way in which we go about getting new customers, or trying new products is changing. Habituation has taken full effect, and the constant stream of advertising pushed on us is no longer working. Studies show more and more people rely on user ratings over product sales sheets. Said differently, it no longer matters if Sony tells me their latest television has a great picture and increased reliability - instead, I'm going to rely on what other purchasers have to say.