When Crowds Can Be Better Than Experts

hotukdeals.com is an interesting Web site which I’ve started to look at recently (I first discovered it two years ago during the January sales). It illustrates the willingness of people to share (“here’s a hot deal”) and a service which gets better the more people participate. I find the diversity of opinion valuable – if I see a site in which items for sale are all given praise I’m suspicious. This, then, tends to be my first port of call – and if I’m interested in buying something I might then turn to the professional’s reviews. Hmm, might this apply to professional services as well as consumer goods, I wonder?