Negative feedback can also help firms rethink their strategies. In either case, customer feedback can have a huge impact on an SME's business, encroaching on a function previously dominated by review and standards institutions. In the United Kingdom, the Competition and Markets Authority estimates that £23 billion a year of consumer spending is influenced by online reviews.36 Online reviews have therefore become an important complement to, or even replacement for, other quality assurance set-ups, and it is increasingly important for SMEs to understand how they affect their business.