Up To 30% of Online Reviews are Fake

Faking positive online reviews has been an industry I'm guessing at least since eBay started the recording "customer" satisfaction.  Come on.  No one talks like that in real life. And now online supposedly voluntary reviews are being investigated, reported by Business Week. (See link at end of this post.) I'd almost guess that places like Yelp etc wouldn't even have a business model except for purchased reviews, and I am always suspicious of gushing approval.  I also find mechanics w/ gushing reviews tend to try to push extra work on you to pad their bills. Really, for local biz I'd rather use a phone book where I know the ad copy is purchased.
  http://bit.ly/oY0HAX