John has recently had at least one problem with his bank, insurance company, medical aid, car, or network provider. He also has several recommendations for great, unconventional brands that hold a special place in his heart. John may want to tell a company how annoying their current advertising campaign is, or ask a community of spice shoppers how they prepare their meats. John could also have eaten the most delicious meal ever and wanted to review it and share that review with his friends. He's also looking to relocate but first wants to do some initial research on estate agents in his area before contacting any of them.