It is essential for  online information purveyors to catch cheaters because crooks diminish the credibility of the companies’ services. Consider Google Maps.  Millions of businesses have posted false location and phone information in order to dupe potential customers.  Google is working hard to root them out, but it has a long way to go, and it is a never-ending task.  Google can’t afford to have users turn from its mapping program because they no longer trust it.  So too, competitors.  When companies started posting business locations on their maps, little did they know it would be a problem down the road.  They have had to scramble to delist cheaters and the exercise has become a major activity.  It is a lesson many technologists have yet to learn.  Every good service has bad actors who will subvert it.

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