Forget shoots and leaves and pedantry: you sell more if your reviews are well-written. Bingo. Read on and enjoy.

Caveats: i) this more recent paper was for 2005 data, so may have changed in the interim and ii) it’s economics, so could prove anything iii) the more recent paper (which I read) actually says that spelling is only important for experience goods like DVDs rather than search goods like cameras. One would assume this applies to holidays as well, but why let that spoil the story!