I've yet to run into a company that didn't actively engage with the BBB. AirBnB quite certainly seems to respond extremely actively to them. I've been fortunate enough to only have a couple of complaints with businesses I was unable to resolve directly, and in both cases I was able to work out a fair settlement through the BBB alone. If somebody would prefer to go the social review route, then that's great - it's obviously a very good thing that we have so many dispute resolution options available for consumers now a days.