According to Panagiotis Ipeirotis, associate professor at New York University, the same perception applies to online reviews.

FORBES: With Online Reviews, "Good" Doesn't Cut It

XBox takes a hit with the launch of the iPad 2, a sign that Microsoft is not yet the master of online perception.

FORBES: Why XBox Kinect is More Important Than Apple's iPad

Perception management is a key part of any online or consumer-centric business, particularly in fast moving, innovative environments.

FORBES: Eduardo Saverin Jeopardy for Zuckerberg as Oscars Beckon for The Social Network

Microsoft (nasdaq: MSFT - news - people ), all of which are more invested in other forms of online advertising, will suffer from the perception of search ads as the thriftiest form of marketing, says Sterling.

FORBES: Life On Web's Edge

Having a dedicated content, and loyal perception management, infrastructure strikes me as a prerequisite for sustained success online.

FORBES: Mr Popularity: What Really Makes Apple, Steve Jobs an Online Powerhouse