We are consumers who want to know the truth about the products we buy and the products we eat. We want to be able to differentiate between right and wrong, between what is advertising and information, and between what is scientific and what is not. We are finding that more and more sites and people share opinions that are based on nothing other than the goal of having visibility, we no longer want to be manipulated by self-proclaimed experts by the affluence on their site, popularity is not a gain of truth, transparency or accuracy.