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I learned firsthand how severely this can affect a small business during my time as a boutique hotel owner in Costa Rica. I remember the joy I felt the first time a european guest told me they had found our hotel because we were top-rated on trip advisor. But I soon learned of the problems associated with this new technology – we started receiving fake reviews from people who had never been guests of the hotel, knocking us off the front page and changing the online perception of our business. I talked about my experience with other small business owners, and they shared my frustration – seeing customers' trust and the integrity of their work being undermined by fake reviews. One friend said her haircutting studio had been targeted in this way; every time she got a fake one-star review, she'd be depressed for a week. That became our new mission – to safeguard businesses who were operating the right way.