It is psychology really...one has got to understand the human behavior.
If you realize it, everything has to do with trust..... And just like trust, it takes months and years to build trust and a reputable name but a second to destroy it.
People are psychologically inclined to narrow in on a single negative comment when there is 99 good comment. I am sure you've noticed that by now!
An excellent article that captures the importance of the potential consequences of negative reviews and information that can affect a company's image. I think companies, big or small have to start realizing the power of Consumer Generated Media and how to manage their reputation online.