We have online stores across the world (all digital downloads). When people leave reviews, 80% or more tend to be people who have had issues, a complaint or just can't get something working. The number of people who will make a comment than seek post-sale support is incredible. Most of the issues can be resolved easily, but they insist on leaving a comment.

Why? People only feel inclined to say something when something goes wrong. If you get on a regular CE flight, it takes off on time, lands on time, you get served well, there's zero reason to jump on a forum or make a comment. Most people will focus on their holiday or business trip.

It's pretty much the same with many brands. Look at Easyjet on TrustPilot: Easyjet Reviews | Read Customer Service Reviews of www.easyjet.com (trustpilot.com)

Or Lufthansa: Lufthansa Reviews | Read Customer Service Reviews of www.lufthansa.com
Or Emirates: Emirates Reviews | Read Customer Service Reviews of www.emirates.com
Or Etihad: Etihad Reviews | Read Customer Service Reviews of www.etihad.com (trustpilot.com)

All 2-star or lower. See the issue here?