Trustpilot’s business practices are unfair to businesses, especially smaller ones. Their model pressures companies into paying for their services to manage reviews and maintain a balanced image. This "pay-to-play" approach, where paying businesses get features like highlighted positive reviews and tailored responses, are coercive. For non-paying businesses, negative reviews are more prominent, impacting reputation without access to the same management tools. These practices create a challenging environment for businesses that aim for transparency but require them to invest just to protect their reputation.