Are you the type to run to the search engines to inform you about the quality of a restaurant or a movie or anything for that matter? I used to be. Not being the quickest study or sharpest tool in the shed, it took me far too long to figure out there could possibly be special interests involved in the results of these searches. I do, however, maintain my belief in personal word of mouth marketing. If I ask a friend what he or she experienced at a certain restaurant with regards to food, service and ambience, the response goes a far longer way in in gaining my confidence than some blurb or article on the web.