CHAPTER 7
You Are Special
IT WAS RATED THE number one restaurant in London. Over one long weekend, there were 116 missed calls from patrons trying to book their reservation for the “appointment-only” eatery. On one day alone, the restaurant’s listing received 89,000 views on TripAdvisor.1 The reviews were fantastic. People commented about the difficulty of getting a table reserved but raved about the food. Some of the reviews mentioned that it was well worth the wait. There was no question that the appointment-only restaurant was exclusive. The only thing was, the restaurant did not exist.
It started out as an experiment that was meant to answer the question, “Could a fake restaurant become a top-rated establishment on TripAdvisor?” According ...
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