Angie’s List is an online forum that allows customers of local and regional businesses to post reviews of those businesses that include detailed written sections and letter grades in particular customer service areas. These areas are price, quality, responsiveness, punctuality, and professionalism. All reviews and grades are displayed, but the letter grades from all the reviews for a given business are also aggregated and placed in a more prominent position so that customers and potential customers can get a quick look at the overall quality of customers’ experience with each company.

This is fairly similar to a five-star system (as used by everyone from film critics to Amazon shoppers) but with more room for variance and an easy-to-read report card feel. In this way, it is ...