When Tomer Tagrin decided to buy a friend a gift – the first in a while – he did the sensible thing: find the product with the highest rating and a flurry of five star reviews.

But when his friend took the camera into class, the teacher described it as low quality. In fact, he said it was the worst ROI possible for what Tagrin had paid. So how could the highest rated product end up as the worst performing? That’s when Tagrin, alongside his co-founder Omri, set out to learn everything about e-commerce reviews in hopes of making them more reliable.