Yep, that is exactly what it is. It is an accreditation / semi review site. You get an A if you submit and pay for the BBB application fee, become a national partner, donate to them and then you have to respond to all complaints and supply proof to the BBB that they were all resolved.
It has lost its credibility in recent years and it really means nothing. People post complaints to the BBB then they let the business know (hell we didnt know for months once where I work) and the BBB arbitrarily makes decisions based on the person posting the complaints at their level of satisfaction etc. It is very difficult now to tell between someone just trolling a company and an actual real complaint.
Websites like Yelp, Facebook etc are better off at supplying real reviews.
Though you should take all reviews with a grain of salt, especially companies like Ultrasabers where they provide rewards for Reviews (discount credit etc) but in the way of Ultrasabers, that grain of salt is not required as there are multiple people with multiple reviews and you only get credit for 1 or 2 so yeah.
Interesting. A point for the information.
