Retailers in general, and e-retailers in particular, must often overcome an image of low credibility. Customers may feel that the site
is interested only in making a sale, and therefore that it will present any "recommendation" or advertising necessary to induce them
to make a purchase. While principles of one-to-one marketing suggest that it is in the retailer's interest to serve the interests of the
customer, stores must still leap over the credibility hurdle to move towards a one-to-one relationship. One way to do this is to collect
reviews and ratings from members of the community at large. These systems use the targeted customer’s current navigation to
suggest which non-personalized reviews, ratings, and predictions to display passively. By building a "community center," sites allow
customers to communicate with each other and provide each other with advice and feedback on products.