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In looking at the review template, it seems to ask for a link to an "ad." I took that to mean leolist ad, as that is the main form of advertising - other than ads here on perb itself.
I think you can certainly link to the actual websites of supporting members, but leolist seems to be... it is a business, but it is almost like neutral ground. It just cuts down the confusion if nothing else if people know what provider you are actually referring to.
In my current round of putting up some reviews, I put leolist ads in where available, as that seems to be okay now, and I had seen other people do this as well.
If nothing else, it eliminates the endless, "what are the 4-digits; the digits don't come up for me; does she have a leolist ad; I can't find the ad." That stuff just clutters the review threads up with bumpf, and there is really no escaping leolist anyway. Not at this point in the game, unless we are getting down to where we can only MENTION supporting members, but I think that is contrary to a healthy business model and profitability. The point of the perb site... in my view... is to have a broad scope of review content... so that it makes it attractive for providers and agencies to come and pay to advertise on top of that body of reviews.
On the length and detail issue, this time around I tried to do a hybrid approach: a "template style" review up top, with a longer (sometimes really long) narrative below, for people that want more detail and like reading the long stuff.
I get that lots of people don't like long reviews... but there are also lots that do. Hate long narratives? Just look at the template up top and skip the rest. And if people just hate it in general when pretentious, silly, long-winded people write long reviews, just skip looking at it all together, use the ignore list, etc. Very simple solutions for these small problems.
Perb needs people to review providers - a broad spectrum of providers - to make its business model to work. I think we should all try and tolerate each others approach to this task, within a basic framework of rules. We all benefit from this thing. That is why we are here.
(See, I write long stuff.

And then later I tend to get rid of everything. It's just my nature. Even this little comment is longer than some people's reviews. I just can't seem to keep it short)