Customer reviews and professional advice are still not solved - and still a huge opportunity in my mind. 1) Customer reviews would in theory help people choose

Customer reviews and professional advice are still not solved - and still a huge opportunity in my mind. 1) Customer reviews would in theory help people choose better and fast. There will always be the issue of difference of opinions but we are far from a point where this would be the only problem. 2) Professional advice is great but as anyone who has been around the hiring of consultants can tell you, if you are not competent in a field then it's hard to choose someone who is. And beyond that, diligence and listening are not uniformly distributed. Until these are solved, the goal of the firm is to "sell something that people buy" instead of "sell something great". It's interesting that in a large part, Amazon makes its distribution business out of this. If you watch what you buy and for the most part, you can reliably and easily return duds. There is some, poor customer feedback on the site, AND there is very easy returns. And that still does not solve the issue of items that are difficult to test good or dud such as a battery or an electronic device where it might be a while until the problem appears. Costco is also in this strategy with a very long return window that mostly will give you time to notice whether the item does the job or not.