Most of the reviews at Amazon appear to be planted.
A growing and troubling trend. I discount every such review. Even when these amateur reviewers are trying to be honest and make full disclosures, and I think most try, it concerns me when I see these campaigns as I think that it inherently distorts the process and biases it.
Even if (a big if in some cases) the mfg. doesn't act in a blatant heavy handed fashion, like setting quid pro quos for freebies, they can still easily direct the trend in reviews by only sending products to certain people they know, trust and expect will review them favorably. Negative reviews may mean that person doesn't get any more stuff. You've weeded out the other side of the story as a result. You find out who likes your stuff--and who plays ball--pretty quickly. Even if they honestly like your stuff, it slants the process simply by virtue of there being a selection process at all.
It seems to be a growing thing--let's not single out one mfg for doing it, because who doesn't?--but I'm a little weary of these marketing campaigns to garner reviews on consumer sites
meant for customers, as well as the people who seem so intent on doing them. The reviews are supposed to be from customers. It's a perversion of the process. When I see these campaigns for reviews, I'm automatically turned off. If you want actual professional reviews send the item to a professional who deals with such matters regularly and whose reputation and career hangs in the balance, and live with the result. Then reference that result if you get a good one in your own advertising so people can have informed views from third parties. When by stealth you try to turn the amateur army into solicited reviewers, this amounts to trying to create advertising "under cover." There's a thumb on the scale. These people are neither consumers, for whom the review process was supposed to exist, nor professionals, who may have very different standards and procedures less subject to manufacturer control and interjection. Again, it doesn't mean that every such review is wrong or dishonest. But it does mean that as a group the totality of the reviews--which is how ratings are garnered--have been influenced.
I'd add, I can understand why amateur reviews are so frustrating for manufacturers. You see so many uninformed comments that are jaw dropping, but may hurt sales. But still--these amateur reviews are supposed to be candid samplings, not prearranged material slanted by marketing campaigns.