"Sucks" is an incredibly powerful word if you know how to use it. Why? It appears to be the favorite word of unhappy customers everywhere, which makes it your friend.
Let’s say you are looking for a hosting company. You see one recommended on some Top 10 list somewhere but are concerned, because you don’t know if XYZ Hosting actually hosts this top 10 list. So you go over to Google and type in
"XYZ Hosting" sucks
The page is filled with vitriolic diatribes in discussion forums and blogs across the Web. Scratch XYZ Hosting.
There are other, deeper ways to do due diligence, but nothing cuts to the chase like "sucks."
