An article on CNNMoney.com yesterday discusses some of the problems with bogus merchant reviews at comparison shopping engines (CSE’s).

As the article points out, there is a huge incentive to unjustly manipulate these ratings because users put a lot of stake into them when making a purchase decision. And although the current CSE’s claim in the article to have the problem under control, there is plenty of opportunity to game the system with bogus content.

The two experts interviewed in the article both basically conclude that consumers shouldn’t accept the individual merchant reviews at face value.

We think consumers deserve a system with more integrity. A system that has an effective gatekeeper. And we are working hard to put our money where our mouth is by launching the Jellyfish shopping engine with a completely different kind of merchant review system. I hope you stay tuned . . . . .