11. An apparatus comprising: a database for storing reviews, wherein a subset of reviews may be dominated by a subject-owner; a user interface which allows said subject-owner to apply one or more functions to said subset of reviews dominated by said subject-owner in said database; and a processor that selects a review of said reviewed subject from said database responsive to a review request for said reviewed subject from a requesting user and sends said review to said requesting user, wherein sending said review is responsive to said review request and said one or more functions.
15. The apparatus as claimed in claim 11 , wherein sending said review sends at least a portion of said review as a web feed, an HTML document, an XML document, an image containing said portion, or as a web service.