▁its ▁pr icing ▁structure ▁for ▁some ▁mer ch ants ▁and ▁some ▁small ▁mer ch ants ▁disag re ed ▁with ▁these ▁changes . ▁Other ▁mer ch ants ▁felt ▁that ▁the ▁changes ▁were ▁just ified , ▁such ▁as ▁Jose ▁Pr endes ▁of ▁P ure Form ulas . com ▁who ▁said , ▁" You ▁have ▁to ▁put ▁it ▁in ▁context ,” ▁Pr endes ▁says . ▁“ If ▁it ’ s ▁a ▁really ▁small ▁operation , ▁it ▁would ▁probably ▁affect ▁them ▁more ▁and ▁they ▁might ▁feel ▁they ▁can ’ t ▁afford ▁it . ▁For ▁us , ▁it ’ s ▁a ▁great ▁way ▁of ▁stay ing ▁in ▁touch ▁with ▁customers .” ▁ ▁Cons umer ▁Prote ction ▁ ▁The ▁NY ▁B BB ▁and ▁the ▁NY ▁Office ▁of ▁the ▁Att orney ▁General ▁partner ed ▁with ▁Res eller R at ings ▁in ▁ 2 0 0 9 ▁to ▁detect ▁and ▁investigate ▁illegal ▁practices ▁by ▁Internet - based ▁companies . ▁Res eller R at ings ▁provided ▁alert s ▁whenever ▁it ▁determined ▁that ▁fake ▁customer ▁reviews ▁were ▁being ▁posted ▁on ▁beh alf ▁of ▁a ▁merchant . ▁ ▁In ▁ 2 0 1 1 , ▁online ▁ret ail er ▁Full ▁Home ▁App li ances ▁took ▁issue ▁with ▁a ▁customer ▁over ▁the ▁contents ▁of ▁their ▁review , ▁cit ing ▁the ▁merchant ' s ▁own ▁terms ▁of ▁use ▁stating ▁that ▁the ▁customer ▁essentially ▁agreed ▁not ▁to ▁post ▁a ▁negative ▁review ▁about ▁the ▁business , ▁and ▁claim ing ▁that ▁the ▁customer ▁viol ated ▁those ▁terms ▁by ▁posting ▁a ▁review . ▁At ▁the ▁time , ▁the ▁New ▁York