The substantial upsurge in internet shopping places along with consumergenerated reviews has created an atmosphere where if there are no reviews available buyers not only expect to find customer-generated reviews, but will go elsewhere. Consumers are no longer confined to just a few online sites or to walking into a brick-and-mortar shop. Rather, consumers are offered various potential places on-line to spend their cash. Comparison shopping websites like Buy.com provide affiliate links to the merchants' on-line site where the consumer might purchase the item. Online merchants including Amazon or eBay provide their own stock in addition to affiliate. Then there are online versions of brick and mortar shops including retailers like Macy's, Lowes, Sears, and Target. Product manufacturers including Dell and HEWLETT-PACKARD will sell direct online. Each of these sites features functionality that enables the customer to easily submit reviews and ratings for your products featured.