web 2.0 marketing

We are trying to buy something on amazon, as we often do. I am reading reviews now. There are three top brands - A, B, and C. When I read a bad review of A, italways mentions that B and C are so much better. Ditto on B and C. I bet these reviewers are paid by ABC. Or aren't they?

Any way, some reviews are funny, this one demonstrates how Russian words come into German language. Or does it?