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But the advent of the web, internet forums and social networking sites has given WOM the power to turn a product from global hero to zero with frightening speed.

但网络、互联网论坛和社交网站的出现，却让口碑拥有了以惊人的速度将一个产品从全球英雄变成狗熊的能力。

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Which is why the only economic argument that matters is how close the UK is to tumbling from fiscal hero to zero - how close we are to becoming Italy.

BBC: Would euro solution be costly for Treasury?

In a chaotic final couple of laps, Heidfeld jumped from eighth to third place on the track with what he called a "hero or zero decision" to come in for wet-weather tyres with two laps to go.

BBC: Hamilton stripped of Belgian win

What they have in common is a North East footballer, turned agent, who in their eyes went from hero to zero.

BBC: North East football agent linked to failed Belgian club