Good trick on the #2, reading the negative reviews. Of course, now that you've mentioned it here - soon enough that'll be gamed, too.
I tend to only look at 1-star reviews and 5-star reviews in passing. The first ones are obviously pissed with the product and that will colour their opinions. The latter are either enthusiasts that will love everything about it or people that heve just received it and/or are still on the honeymoon phase. I think ignoring them outright is as bad as focusing only on them, but I don't pay them too much attention.
I find that focusing on the reviews around the middle (and, of course, the number of those compared to the total number of reviews) usually gives me a better idea of the pros and cons of a product.