I make a lot of review-based decisions in my life. Today, I was shopping for Kaya Jam (jam made from coconut that is widely used in Malaysian and Singaporean cuisine) on Amazon. One product was overwhelmingly better in terms of reviews and ratings compared to other products. However, for some reason the 4.5 stars were not convincing enough to purchase that product, because I didn't like the packaging (it was too "westernized", and I wanted something truly authentic). This reminded me that no matter how much data analysis or statistical method is provided, it is never the definitive answer. It maybe is merely an additional "tool".