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Online reviews: The stars don’t align

EDITORIAL | Editorial

THIS STORY APPEARED IN

February 05, 2012

★★★★★ Amazing “Like many customers, our family relies on online reviews when choosing products. Sure, The New York Times recently raised concerns about the integrity of customer reviews, specifically those about the Kindle Fire case. But believe the hype. The new Kindle Fire case from VIP Deals has more than lived up to our expectations! This case is durable, attractive, environmentally friendly; emits the pleasing scent of oleander; and may even cure the common cold. We’re quite sure - never mind why - that other reviewers will back us up.’’

★★★★★ Positive review “This product and/or service is high-quality, reasonably priced, and suitable for the purpose(s) for which it was advertised.’’

★★★★★ Bliss!!! “I experience many joys when deploying this case for the encasement of my Kindle Fire!!!!! Among them are happiness, contentedness, and bliss!!!!!’’

★★★★★ Enraptured “My new Kindle Fire case inspired me to finally finish ‘War and Peace’ - for the sheer joy of nestling this supple pleather masterpiece in my hands.’’

★ Wait a minute . . .

“Rave reviews can be enticing, but don’t be deceived. Not all of them are on the level. In fact, companies are paying people to write positive Amazon reviews. Until Amazon and other e-tailers come up with new ways to root out fakes, don’t trust what you read, be it about a 5-star resort, or the next Great American Novel - or an exceptionally well-reviewed Kindle case.’’