I agree and this is reflective of technological reviewing these days. When you look for a company / service what do you do? You google it. There's companies now who will manage your 'on line reputation' and I assume that means collecting the bare minimum of information and then glossing it up in to a review. It's the same as buying twitter followers or instagram followers like a lot of these Z list celebs do. They're followed by 1.2m people so they must be good. 850k of these are dummy accounts.

The same applies to a hotel, it's got 500 reviews but probably 150 or so are fake. There's a hotel near me a massive well known brand hotel, but it's always really quiet. Qatar is only really just getting off the ground but when any of the restaurants post a picture of a statement it get 500 likes straight away. The give away is that there's only 2 / 3 comments under it. It's all automated.