Since tobacco is so darn expensive in Europe, I do let myself be influenced by reviews. Also, some blends are scarce, so whenever I go places and see blends I have not tried in various brick and mortar shelves, I do look up reviews as well. Firstly, the name tells little about blend composition so for example when I ran across Rat Ray's Accountant Mixture, I looked it up to see what type it is, as in English, VaPer, Va, etc etc. Secondly I look up the reviewers I trust, to see if they have tried them. This is due to past experience with their opinion, as in when I have purchased something partly due to the description of their experience things ended up satisfactory. I am not trying to suck up, but I highly appreciate JimInks opinion - he has an objective fashion of offering a tobacco review, is consistent in method across his reviews and has reviewed quite a bit, so he is experienced. There are others that I mostly know by avatar on tobaccoreviews.com rather than nickname. Thirdly I filter the review through my current taste, and try to imagine if that would fit my preference or not. This approach is a hit and miss, that pays dividends slightly above 50%. For example I have disregarded SG 1792 for the tonca bean, but when I finally pulled the trigger I ended up liking the blend a lot. Another example is Peterson's Aran, I was reluctant in spite of the fact that I love Vanilla Aros because some reviewers didn't speak kindly on the subject, but finally it ended up being to my taste when I bought it. Opposite, SG brown no 4 has good reviews, I bought a tin (it was quite expensive, as in twice the cost of a regular 50 gr tin), and ended up smoking that for two years ... still have some left, it's just too strong for me. All in all there is no magic bullet with reviews, but they do help in the decision making process in as far as buy/not buy.