Is Internet rating reliable?

It always fascinate me when a friend, or even my wife is buying something on the Internet and discovers after "googling" the company to be frighten to  see lots of results combining the name of the company and the word "scam". So what is the best option? The grall is named Internet rating. The promise is very simple, one day you will be able to read ratings on restaurants, services, a friend, a future employee and you will know that this rating is honest and is a good representation. This day we will have been able to transform the Internet rating into something even bigger, the Internet Word of Mouth. What's is the difference? As soon as you talk about Internet rating or blogs, forums, etc. you never know who is the source of the rating or the information? Is it the hotel owner rating his rooms? Is it the computing company orchestrating their forums? In a word, suspicion is always in our mind. We love the Internet but we doubt that information are as reliable as they seams. With Internet word of mouth the promise is very different, word of mouth is usually coming from people we trust (our family, friends, etc.). The Internet will be the most powerful communication tool, when everybody will be able to find what they need with the same level of trust as with the word of mouth. Is it impossible? No. It will come, be ready.