Hong Kong people relish delicious food and they often make reference to online food reviews. Hence, online food reviews are getting more popular. When a restaurant receives a lot of recommendations on the internet, customers are pouring in as a result. There are two kinds of online food critics: "new gourmands" and “celebrated gourmands”. Celebrated gourmands write more critics and they are more likely to be recommended by editors. In recent years, many restaurants invite them to try out for free and ask them to write a review. Online food critics come from all walks of life and writing food reviews is not their full time job. Why would they keep writing food reviews?