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I don't understand why they need to "substantiate" their opinion, but the commenter they're replying to wouldn't need to substantiate their anecdotal evidence. They can "literally" claim anything.

I do think Mindless2112's experience is common with larger businesses, making the BBB potentially more effective in those cases than online review sites like Google or Yelp. Also, do those sites send complaint letters? I don't know.

There is a miles of difference between providing one specific claim based on experience that does not claim that this happens with all businesses. Vs the other claim that BBB complaints doesn't work and is no more than a glorified lists in general.

Agreed! My question remains – why does one need to be substantiated while the other doesn’t?

They mean inherently I think. As in it doesn't enforce any "better business" practices. The only threat is public shaming through them. But they themselves won't actually solve it.

I don't see anything to indicate that Mindless2112 is "lying," but it does look like they might be a bit confused. BBB really is just another review website like Yelp and Google reviews (with the added step of sending the business a letter in the mail).