Just a little riff, but I like to read both positive and negative reviews. Too many generic positive reviews count as a negative, clearly enraged negative reviews count as a positive (talking entitled, clearly in the wrong reviews).
I found a great veterinarian through Google reviews before. They had a smattering of negative reviews, but the reviews were all people who wanted to put their pets to sleep, and the vet refused since he thought they could be saved and live a few more years.
Basically all the negative reviews were either that or your typical "I kept canceling at the last minute and they said they wouldn't make any more appointments with me"
This is a really interesting point. I'm starting to find that you can gain meta information from the reviews. What does the profile look like; why are the negative reviews negative; is this a local with a loyal but undiscerning following etc etc.
