Then, 8 Dellarocas argues that, as in a prisoner’s dilemma, firms tend to have no choice as to how to manipulate information online when consumers are expected to use it to inform their purchases: good quality firms are forced to post online reviews in order to prevent competitors with lower quality products from persuading consumers that they sell good quality products, whereas bad quality firms must do the same in order to avoid being considered as even lower quality than they are.