The teeth whitening products are the latest version of acai berry/health supplements/etc -- paging Tim Ferris, who used to work in this industry.  They're essentially just reverse billing fraud with a bit of snake oil drizzled on top.  The impressive economics of it greases the wheels in the affiliate and Internet advertising markets, too, which is one reason why Google et al don't smash them flat.  (To be fair to Google, it <i>would</i> be like playing whack-a-mole, but Google is perfectly capable of build sophisticated statistical whack-a-mole bots or hiring tens of thousands of remote whack-a-mole raters when it protects their interests.)<p>On the theory that you can probably learn something from even the scum of the earth, the social proof provided by featuring customers who are like your prospects might bear looking into.  I mean, nothing prevents me from saying that "14 teachers and parents in Kansas just like you" use my software and are happy with it, and it <i>is</i> true.  You don't have to be a social network to show social proof.