They told us that although the experiment was eye-catching, it didn't really say much about fake reviews in the real world, as most fraudsters are only interested in trying to manipulate the ranking of real businesses which differs to our fake restaurant. Unlike The Shed, real businesses, whether they try to game the system or not, have genuine customer who contribute to the review patterns. If the businesses is fake, then those patterns are going to differ from normal modles of activity, as was the case with The Shad.