When you boil it all down, a by-product of popularity is influence to cause observers to think like others think. It gives the uninitiated a feeling of confidence that making the same choice would have the endorsement of others in a similar situation. It is a sort of “insurance” that, even if the decision is wrong, the person making the decision is blameless because the decision is, nevertheless, popular.It is that psychology that is in play when people go online to select a vendor for a product or service, from donuts to dentists. The opinion of others is extraordinarily powerful when making a selection. Amazingly, a significant number of business owners appear to be totally oblivious to this fact. It is why attention to online reviews and reputation management can vault a provider in any category to the top of the list when people shop on line. MobiDITTO clients enjoy this advantage and feel the impact in days, not months or years.