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This article examines hotel industry’s reactivity to the introduction of online consumer review websites. What happens when, on an already very equipped market, a new actor barges in the valuation chain and proposes, through a new economy of information, unprecedented methodologies to assess the quality of products and services? Pacific cohabitation or, on the contrary, fight between rival definitions of quality and of the relevance of information? Thus, we address the question of the plasticity of market coordination regimes facing an exogenous shock, in that case a socio-technical innovation allowing new paths of information circulation, and new ways of forging knowledge on the market. The case of the tourism industry gives good insights of the effects of the introduction of algorithmic tools of evaluation of goods and services on the chain of actors involved in the coordination of supply and demand and in the structuration of the market through the qualification of the goods that are exchanged on it.