In one iteration or another, the stories of life have always included a standoff between the little guy and the big guy. And despite a few fairy-tale-like happy endings, it’s usually the big guy that prevails. So has been true in the realm of online retailing. “One of the major reasons people turn to sites like Amazon when they start browsing for products and services is the fact that customer feedback and reviews are prominently incorporated into individual listings,” according to...