Problems of social networks. How to show the user that this is not an online store.

When building projects related or based on social networks, various interesting problems arise.
One of the projects to which I was very closely related last year and I continue to carefully observe this - imhonet.ru

One of the tasks identified during usability testing was that casual users from search engines come to a page, for example, books, and perceive the project as an online store. Than Imkhonet's project is not at all, because he is a recommendation service.

Thus, we have the sequence:
- The user types in the search box the name of the book.
- in the issuance receives among the links to online shopping a link to imhonet.ru
- visits the site and sees

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On the online store, it seems, you will not say anything ...

I think the easiest way to show that the site is not an online store, well, or at this stage to convince that this is not an ordinary online store (that we will prove this recommendation service later) is to show that there are real people on the site.
It is advisable to show that opinions are polar, not biased.
And, as I think, it is important to give not only an assessment as a symbol, but also an opinion.

Here's what I got:



Again, this is not a design solution - this is the concept of restructuring a page for an unregistered user.

What do you think? What alternatives are possible according to your opinion?

Man Brand

On this topic:
If I didn’t know how much it costs, I would have done the same project!