Traditional textual reviews aren't well suited to independent online content

*Reviews that need to be read are useful when:*
	-- The user wants to find out more about something he's already heard of.
	-- It's not feasible to check out the item directly (e.g., a movie).
*They're not useful when:*
	-- It could take longer to read a review than to just sample some of the item itself (e.g., listen to a bit of a song).
	-- A very large amount of content is competing for the user's attention.
	-- The user hasn't heard of any of the items, and has no idea which ones to check out first.
Independent online content needs quick filtering more than lengthy discussions.