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They should have done it long back. Some people consider consumer reviews as a double-edged sword. But in my opinion, there's nothing to lose.

If most of your customers like you, it helps them spreading the word and creating fans out of normal shoppers.

What if your customers don't like you. In that case, it will help you recognize your weaknesses. Remember, awareness of your ignorance is the first step towards enlightenment.

Dell did the same. It started to seek out bloggers who were complaining and solved their problems to make them happier and actually improved their customer service.