8. The method of claim 7 wherein transmitting the indication of the rating includes transmitting a directional indicator that is oriented in an upwards or downwards direction, the upwards direction indicating a positive rating and the downwards direction indicating a negative rating.
7. The method of claim 1 , further comprising: upon determining that the feedback is not likely false or spurious, transmitting an indication of a rating of the one merchant, the rating based at least in part on the user's positive or negative experience.