manhattan-based entrepreneurs are talking about consumer review web sites such as angie's list, citysearchnupages and yelp. they're playing an increasingly important role in people's purchasing decisions. >> i never look at the restaurant web site. obviously all reviews will be positive. if you want the truth, you want to go to the people who have something negative to say. >> it's hard when you open, it's shaky. we received some of our bad reviews just the first week until we opened. a domino effect, it can be a disaster for you. >> every now and then you'd get this really bad review and didn't even sound like the store. to the point when i read it, i viscerally reacted, and i knew just by my gut, this is no way reflective of our store. >> instead of throwing their hands up in frustration, james and his son and herb are fighting back. they scour review sites, responding to almost every comment good and bad. >> i don't want to use the word challenge because i don't want to seem confrontational. but if you have a bad time here, i challenge you to come back. >> the things i've always known f