But just how real are those reviews?
A few days ago, the New York Times had an eye-opening article about a "review" service that was making as much as 28,000 a month for providing thousands of "reviews" for books that the reviewers didn't read. One author who bought hundreds of fake reviews was John Locke, one of the first successful self-pubbed Kindle authors. He even wrote a book on how to achieve success like his that failed to mention this technique.
Read about these review mills here.
And if you're going to write fake reviews praising yourself and trashing your contemporaries, don't forget not to use your real name when you sign off.