When most people use the word "critic," they have in mind someone who makes and explains decisions about why a certain movie, book, or videogame is or isn't worth buying. This connection to money is one reason why so few critics earn the public's trust, especially in cases where the critic is "owned," either directly or indirectly, by the corporations which make the products they are criticizing. In other words, most "critics" produce little more than ad-copy, and we encounter their work mostly as endorsements--for instance, phrases mumbled by some well-fed critic may appear in the trailer of a movie, or on the back of a new novel. This problem has long plagued the videogame industry, in which most videogame journalists lacked professional backgrounds and had little sense of traditional journalistic ethics.