"Customers are [evolving]... They use Yelp and Google because they're easy, but our research says that, on average, to find the right experience and be sure they don't make a mistake, they're looking at three and a half different sources... They don't necessarily trust the sources."
"Everybody that we've spoken to in the marketplace, at the Yelp's and the Google's of the world says, 'Yeah, we take the five-star reviews with a grain of salt because we don't know [which] businesses pay for those.'"
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