This is a good move. I have used TripAdviser successfully by following trends of comments. Obviously there will always be an unhappy customer, but I have found this service very reliable and have consistently found what I expected when I arrived at a property.
I distrust advertising, I trust my friends and friends of friends and then others in that order. This is a big plus imho.
Paralysis can set in quickly when you’re faced with the infinitude of products and reviews on sprawling sites like Amazon or Yelp. To help you find your way, TripAdvisor has just begun showing reviews by Facebook friends of friends atop results.