Users of the site can write a review on just about any subject they choose ranging from mobile phones to Loan Companies.
The key difference between ReviewCentre and its competitors is the lack of financial incentive to the writers of the reviews - this means that there is no other motive to write a review than to help other consumers which may explain why reviews on Review Centre are more personal.
Review Centre has instead garnered media attention for its charity campaigns which instead donate money to a chosen cause for each review written, usually run around Christmas time.
MoneyWeek named Review Centre its "Website of the Week, encouraging readers to add contributions to the site.
ReviewCentre has its fair share of advertisements and has so far maintained reviews as its primary focus - this is currently a major cause of debate on competitor sites whose communites do not like the prevalence of advertising.
One area of the site where ReviewCentre does stay ahead of its competitors is 'community' - also, enjoying a strong user base and member interaction is currently growing. Pollach's study suggests that the nature of the genre could be the reasoning for this as users strive to appear professional in their reviews, almost actively discouraging discussion. The differences in the presentation of reviews on Review Centre and the structure of that information in comparison to its competitors have been diminishing and may explain why Review Centre operates as much of a community site than Ciao or Epinions.