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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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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

Byrne was in danger of going from hero to zero after his second-half sin-bin but the 14-man Ospreys defence kept the Blues at bay.

BBC: Cardiff Blues 12-16 Ospreys

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?