I have just left a very positive review on your partner Flipkeys site. However, I am about to write a very negative review about another apartment that we used. It occurs to me that, as the owner knows I will post a negative review (we did the responsible thing and complained directly to him in the first instance to give him a chance to rectify matters), what is to stop him denying that I stayed there? What sort of verification would I have to provide and how long would the process take before my review was posted? These are very important questions because if the owner must in effect "approve" reviews, why should travellers have confidence in Trip Advisor?