Most people choose businesses and services based on Google reviews. This has started a dynamic where businesses try their utmost to avoid negative reviews and compensate the negative reviewers. Individuals have started to exploit the system by writing 1-star reviews to obtain free services and compensation.

The current system is not sustainable for businesses and not fairly calculated: in order to achieve a balanced score, reviewers should be scored too, in order for businesses to view a customer's profile and choose whether to offer them a service or not, based on their behaviour.