You Can't Beat Word of Mouth The Globe and Mail August 12, 2003
"There are lots of different criteria for choosing cars, vacations or other big expenditures, but one beats all.
It's word of mouth. After hearing the sales pitch and doing endless price comparisons, what really helps narrow things down are comments from other people who bought the same vehicle, stayed at the same hotel or chose the same digital video camera. They'll tell you what the salesperson wouldn't, and they'll help you determine if a special price is any deal at all."