The theory is that the reviews were fake; planted on the site by someone with a vested interest. Does this call into doubt the Amazon reviewing system? Well, as an Amazon faker myself – albeit of a different variety – I'm not overly concerned.
First of all, I know from experience that Amazon doesn't give its users untrammelled freedom to write whatever they want. The site has previously disallowed, or subsequently deleted my reviews, even some of my accounts. The decision is usually fairly arbitrary, my alter ego who was obsessed with 1980s actor Fred Savage – mentioning him in reviews of every and any item – survived the cull, while my Jeremy Clarkson-loving, born-again Christian character got the chop. Regardless, it's clear that someone is always watching and moderating.
Thankfully they have a healthy sense of humour, and will let some of the silly stuff slide. Most famously, the hundreds of reviews of a box canvas print of TV presenter Paul Ross, which has become something of a cult internet hit.
I suppose the logic is that joke reviews don't really hurt anyone. They are clearly silly and won't contain any information that would make anyone part with their cash, or withhold their cash for that matter. My spoof review of the Bible, for example, is unlikely to stop any potential customers in their tracks, and if it does, well, that's between the buyer and their God.
Full piece at The Guardian.
And here is the link to Amazon and those reviews.
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