Amazon Reviews might not all be truthful

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In the first academic study of its kind, we examine the elite class of top-thousand Amazon reviewers by conducting a detailed survey with a subset of 166 of these top reviewers. The study, examines everything from age, gender and education (typically middle-aged, male and master’s degree), to the motives and concerns of this volunteer corps who’ve helped drive Amazon’s growth from quaint virtual bookstore to the planet’s most valuable retail brand. 

Wisdom of the crowd corrupted by greed. I am sure nothing can go wrong. :)