engines and replicated by the hundreds, thousands or millions.
They can be googled.

Even better: they level the playing field between writers and
trolls. When Amazon kicked off, many writers got their knickers
in a tight and powerful knot at the idea that axe-grinding yahoos
were filling the Amazon message-boards with ill-considered slams
at their work -- for, if a personal recommendation is the best
way to sell a book, then certainly a personal condemnation is the
best way to *not* sell a book. Today, the trolls are still with
us, but now, the readers get to decide for themselves. Here's a
bit of a review of Down and Out in the Magic Kingdom that was
recently posted to Amazon by "A reader from Redwood City, CA":

[QUOTED TEXT]

> I am really not sure what kind of drugs critics are
> smoking, or what kind of payola may be involved. But
> regardless of what Entertainment Weekly says, whatever
> this newspaper or that magazine says, you shouldn't
> waste your money. Download it for free from Corey's
> (sic) site, read the first page, and look away in
> disgust -- this book is for people who think Dan
> Brown's Da Vinci Code is great writing.

Back in the old days, this kind of thing would have really pissed
me off. Axe-grinding, mouth-breathing yahoos, defaming my good
name! My stars and mittens! But take a closer look at that
damning passage:

[PULL-QUOTE]

> Download it for free from Corey's site, read the first
> page

You see that? Hell, this guy is *working for me*! [ADDITIONAL
PULL QUOTES] Someone accuses a writer I'm thinking of reading of
paying off Entertainment Weekly to say nice things about his
novel, "a surprisingly bad writer," no less, whose writing is
"stiff, amateurish, and uninspired!" I wanna check that writer
out. And I can. In one click. And then I can make up my own mind.

You don't get far in the arts without healthy doses of both ego
and insecurity, and the downside of being able to google up all
the things that people are saying about your book is that it can
play right into your insecurities -- "all these people will have
it in their minds not to bother with my book because they've read
the negative interweb reviews!" But the flipside of that is the
ego: "If only they'd give it a shot, they'd see how good it is."
And the more scathing the review is, the more likely they are to
give it a shot. Any press is good press, so long as they spell
your URL right (and even if they spell yo