We have tried advertising in cybersocket a few times, but are certainly not a high value account yet have won 9 awards in the last 8 years. I think the cybersockets are actually legit based on the online voting. As for do surfers care about the awards? We have tested displaying the award and found that if we put it on our shopping cart page we get a slight bump in conversion. Must be the 3rd party trust factor. The problem is that the average surfer isnt familiar with the awards like they are the Oscars or Golden Globes so you dont get much "wow they won a Grabby" effect.