Reviews of other users are becoming more and more important for online purchases through comparison sites, while price becomes less important. Research shows that 49% of the online buyers state that price is the most important factor to compare products, a decline of 9% compared to 2003. Feedback of other online buyers increased by 11% (mf, Dutch). The effect of other people's influence becomes stronger. Now the reviews of random others are still very important. If in the future we get a connection with our social coaching brand, for example Hyves, we will also see the experiences of friends (or friends of friends): people we trust. The effect will be even larger. This means that products (including services) have to become better, for a fair price. And that on a worldwide scale.