If one cannot recommend the best enterprise because they are not a member of the cause then one should disclose that they make recommendations based on affinity.  If membership is the criteria for a recommendation then it devalues the sharing of information.  When somebody asks for a recommendation, I direct them towards the master.  The person or entity who is uniquely positioned to deliver the experience they are seeking.  It is not about loyalty, it is about trust and authenticity. 

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