Here’s the theory: “The power of the Amazon review is not what you might think. They’re not really there to help you purchase a clock or a book or even to develop a conspiracy theory about the increasing flimsiness of Ziploc sandwich bags compared to other brands. … I mean, they are there to help you purchase things, but that is secondary. The real reason to read Amazon reviews, and, in particular, to follow the Hansel-and-Gretel breadcrumb trail of those reviews as left by one person from product to product, is to glimpse into a life, strange and whole and utterly unlike your own. This is where the real magic lies.”