Ignore the consumer and you will lose their business. Cater to the consumer’s needs or concerns and you will create an essential customer service. If customer service representatives hide behind the counter when they hear a complaint, then you would say they weren’t doing their job. The same principle should also apply to business websites. The advantages of intervention clearly outweigh the advantages of removing negative comments. Both positive and negative feedback will let the company know what issues they need to address; replying to this feedback will encourage more responses. Removing negative feedback can help protect the company image, but why then bother to ask the customers for their input?