Some of it will be but that’s not the point

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Why online travel buzz might be bogus

There’s certainly some truth in this and there is no doubt companies are trying to game the system themselves or by using PR agencies as proxies. This doesn’t diminish the validity of concept. It is the cumulative effect of user generated content that has value. It’s based on the principle of the “Wisdom of Crowds” which is higher than that of professional experts. The generation of web users who grew up familiar with the idea of finding solutions and opinions online will bring the necessary critical mind to it and negate the hype published by the manipulators