I think #1 is one of those things that everyone thinks, but is generally untrue, much like "advertising has no effect on me". Carefully selected customer testim

I think #1 is one of those things that everyone thinks, but is generally untrue, much like "advertising has no effect on me". Carefully selected customer testimonials are a time-honored tradition, and an effective one. Oftentimes you see a major product with glowing reviews posted in its advertising. Of course on an intellectual level you know that any terrible product could probably pull that off, and that it really means nothing, but on an emotional level its still effective. So at the very worst, this service will be just as good as the hand-selected testimonials the advertising agent puts in every magazine ad. That's still a net positive. Even more likely some of the reviews won't be fully glowing endorsements which in and of itself will lend credibility.