John Hansen is one of those up-and-comers I'm sure I'll brag about knowing before he got big. Case in point: This articulate post about how to spot a fake Amazon e-book review.
"Fake" in this case means the review has been planted by the author or arranged by the author. I've done those things before, but it's been overt. I'm not hiding anything. Fake reviews brush this disclosure aside, opting for cheeseball handles like "Al Chambers" or "Monique Anderson."
Need an example? Click here for one of the worst offenders. See if you can spot the fake ones. (Hint: If you can't, you're blind.)