Our commitment, our big why, our BHAG (Big Hairy Audacious Goal) is to expose the fakers and reward the makers. There are lots of review sites out there claiming to have authority. Some are great, but many are just a house of cards. We’re here to blow them down and help our audience make the best choice when buying the products they want.

Our core beliefs

Transparency

The rigged system relies on hidden information and backdoor deals between brands and publishers. When publishers skew toward profits vs. honest journalism, the consumer loses. We believe the best way to create change is through total commitment to transparency. That means that everything we do is 100% exposed. Our readers know exactly how we work, what we’re doing behind the scenes, and how we make money. Brands reach out to us all the time, trying to influence the information we publish. We remain and always will be a completely independent resource, not swayed by power or influence.

Consumer advocacy

In this world, it’s not enough to passively abstain from doing the wrong things. You have to actively participate in doing the right things. We are committed to speaking truth to power by pushing brands and publishers to act in the interest of their audience and customers. Our greatest power comes from how we use the information and our reach to shine the light on those that seek to deceive and expose them. By rating the raters and keeping brands accountable, we seek to influence their decisions and make them think twice about their business practices.

ending the search

The average person spends over 30 hours researching a single product before buying online. Why? Because there’s simply so much conflicting information out there – you have to read a thousand reviews before getting an intuitive sense of what might be right for you. And with prices always in flux (what’s this practice called?), how do you know when the right time is to buy so you don’t get ripped off? Our goal is to provide the most accurate and up to date information, scoured from around the web to create the best experience for our readers which means they have to search less and spend more time enjoying their lives. It’s simple, less time searching, more time enjoying life and the things you love.

We call bullsh*t on that. We don’t think it’s ok to have to navigate a sea of sharks every time you want to buy something online. I shouldn’t be ok to live in a game rigged against us.

We’ve been in the review publishing game a long time and we see conflict of interest
everywhere we look. From brands flying reviewers to Hawaii, to sites pushing the
products with the highest affiliate prices, and product reviews rising to the top just
because someone’s really good at SEO. All of these things distort the information pyramid and tilt it – away from the consumer away from us and toward the clever or the well funded. This costs people time and
money and it rewards the wrong people..

We want to turn the tables on these practices. By acting on our insider knowledge. By creating a space where truth and transparency reign supreme. By reviewing the reviewers and holding brands accountable. By fighting for “Right to Repair” and exposing recalls..

We don’t think money is evil. We think making money is a great thing. But we want to make money by creating great value for our readers and creating a better experience. By providing the right information and doing it in an honest and fun way.

We want to change the review game and we’re putting our money where our mouth is. We’re investing a significant portion of the profit we make into utilizing data to shine the light on the rigged system. And we’re going to continue to do it until more brands follow suit.

There are lots of sites out there claiming to have authority. Some are great, some are just a house of cards. We reward the ones doing it right and expose the fakers. That’s our commitment, our big why, and the reason we exist.