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.
14. The apparatus as claimed in claim 11 , wherein said review is one of a plurality of selected reviews of said reviewed subject and said plurality of selected reviews includes a second review, and further wherein said one or more functions includes filtering said second review such that said second review is not included in sending said review to said requesting user, and sending said review further comprises sending an indication that said plurality of selected reviews was filtered.