You are looking for a pet care service for your dog for your upcoming business travel. A flyer shows up in your mailbox announcing that “the best pet sitting service in town” is just three and a half miles away. As the adorable puppy photo and promising headline catches your eye, you stand at the end of your driveway scanning the price lists and amenities. Then your neighbor passes by and can’t help but notice the bright flyer you are holding and say, “Do not go to that place. I brought our Prima there last year and it was filthy, and they gave her the wrong food the whole time.” You would probably put that flyer into your trashcan.