Many of us bear a grudge for some offence committed by a company we have used in the past. It could be that their customer service was insulting or aggressive, or that the company committed some offence such as polluting the environment, injuring innocent people or failing to protect employees.
Many of us may also be fans of another company because of their wonderful products, customer service or corporate ethics.
Now it could be that the second company has thousands of fans who love them, but their positive feelings about the company they love are not pooled, 
. This means that apart from occasional posts on social media the good company has nothing ‘sticky’ enough to benefit the company.
The same is likely to be true of the first ‘bad company’ which may also result in their grudge holders posting on social media, but again potential new customers may not see the posts. We also need a ‘sticky’ service where posts and information stay around for a while.
So if the good company gets 85/100 or 85% we know they are good, and the bad company gets 34/100 or 34% we know they are bad. This is what https://gibli.com does. If both companies made the same product, or offered the same service we could see both in a search on Gibli and instantly know which to use and where to spend our money.
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