At Vinoo.nl, if you click on a wine review, you can directly click through to a special page of wine shops, where you can order that wine. Vinoo earns money per click-through (mf, Dutch). In a next step Vinoo won't earn money on click-throughs, but on actual bottles of wine sold. Vinoo then can ask buyers to write a review. And if you drink a good wine in a restaurant, you take a picture of the label, and Vinoo will publish this review too. If you buy a couple of bottles at the market and put them in your wine cellar, they are automatically recognized as new stock, and Vinoo can make use of that knowledge. Food coaching brands then will be able to advise you what wine of your taste goes best with the food you are planning to eat today. Everything will soon click together. And the world (especially the world of wines) with that becomes less complicated.