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The fact of the matter is that a reputation that has been built over a long time can be ruined in a millisecond. There's no doubt about that. Unfortunately, negative reputation can result from competition or an incorrect capturing of facts. The article raises very important points especially since everyone's search results are always a click away. This post particularly reminds me of a job seeker who couldn't even go past the first stage of an interview, simply because he had an online reputation problem. I see how such a service can be of importance to politicians, business people or folks that want to salvage a severely damaged reputation. Great piece!