Joel and Gary are absolutely correct. When in doubt, "do the math" to
calculate the potential impact on your business:
1) When asked about the most important source of pre-purchase
"opinions of friends" is cited by twice as many people
as any other sources of marketing
2) Satisfied customers tend to tell 4-5 others about their
3) Dis-satisfied customers tend to tell 8-10 people about their
My conclusion: Disclosure is just good business policy.
[For those interested, these data points are paraphrased from "The
Information Challenge" a survey conducted by Cambridge Reports, Inc.
for the General Electric Company in 1982.]