Every marketing/PR pro should know the value of user-generated content: Real-life reviews of products, services and professional organizations (like, say, PR firms) written by real-life customers! In certain industries like electronic publishing, Amazon reviews are more important than any commercial could ever be.
The sole purpose of the profiled business was to churn out positive reviews of books by self-published authors, who paid for the service on a per-review rate. While no contract demanded that the content be positive, glowing write-ups were understood to be par for the course. This is not a new practice: A data expert cited by the Times believes that as many as 1 in 3 online reviews–of any kind–are fake.