In a world of increasing consumer advocacy, shoppers are more risk averse and conscientious than ever before. This increase in consumer knowledge is widely attributed to the power of the internet as a legitimate search tool to find information on just about everything you could ever imagine. Historically, there has been a stigma attached to the internet as an illegitimate source of information – such that the internet is a veritable “no mans land” of largely inaccurate and incredulous information.