If you watch TV, there’s a good chance you’ve seen those cheeky commercials for Cash4Gold. For a refresher, see below.

Cash4Gold Ad

Normally, I would never ship away my gold possessions and rely on someone’s assessment of their value without being present. But being curious about how the process works, and what people had to say about it, I decided to at least Google Cash4Gold. One of the top links redirected me to complaintsboard.com, where I found a number of reviews posted by both customers and purported former employees.

What I found most entertaining, however, was a banner ad for Cash4Gold on the same page filled with complaints about the company. Whether you believe in the Cash4Gold offer, or the viability of their assessment process, you have to tip your hat to their media buying service. Apparently, they’ve identified a core target market and they know where they are – retirees, or down-on-their-luck folks, watching daytime TV, who in turn surf the web to see if the company’s offerings are viable.

Bottom line, after reading several other “exposes” on Cash4Gold’s practices, I was reminded of that familiar buyer beware adage: if it’s too good to be true, it probably is.