Oobah Butler:

Once upon a time, long before I began selling my face by the acre for features on VICE dot com, I worked other jobs. There was one in particular that really had an impact on me: writing fake reviews on TripAdvisor. Restaurant owners would pay me £10 and I’d write a positive review of their place, despite never eating there. Over time, I became obsessed with monitoring the ratings of these businesses. Their fortunes would genuinely turn, and I was the catalyst.

This convinced me that TripAdvisor was a false reality – that the meals never took place; that the reviews were all written by other people like me. However, they’re not, of course – they’re almost all completely genuine. And there was one other factor that seemed impossible to fake: the restaurants themselves. So I moved on.