The New York Times

Why Negative Reviews Aren't as Helpful as They Seem

This article originally appeared in The New York Times.

The Great Wall of China has more than 9,000 Google reviews, with an average of 4.2 stars. Not bad for one of the most astonishing achievements in human history.

But you can’t please everyone.

“Not very tall. Or big. Just sayin. I kinda liked it. Sort of,” wrote one ambivalent visitor of the structure, which stretches thousands of miles. Another complained, “I don’t see the hype in this place it’s really run down and old … why wouldn’t you update something like this? No USB plug ins or outlets anywhere.” Someone else announced that he’s “Not a wall guy. Laaaaaaaaammme.”

Even Shakespeare can’t escape the wrath of consumer scorn. One reviewer on Amazon awarded Hamlet : “Whoever said Shakespeare was a genius lied. Unless genius is just code word for boring, then they’re spot on. Watch the movie version so you only waste

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