Online reviews are big business. And, when you think about it, the entire online review business is predicated on their reviews being authentic, honest reviews, otherwise what’s the point? But consumers base many purchasing decisions on these reviews, so the incentive is there for business owners to do whatever it takes to get good reviews, even if that means fabricating their own.

This has led to an interesting struggle for review sites like Yelp. How do they verify the authenticity of reviews? The answer is they are continually trying to improve their algorithms. Check out this interview by Judy Woodruff with a man who posts fake reviews for a living to learn more about this struggle.