I feel like another step missing or at least not fully acknowledged is knowing your competition. I just did a quick check and both Angie's List (1995) and Yelp

I feel like another step missing or at least not fully acknowledged is knowing your competition. I just did a quick check and both Angie's List (1995) and Yelp (2004) were around years before this idea (2010). While it's certainly possible to be late to the game and win there's no visible differentiator here.