> Amazon said it was using automated technology to weed out false reviews and that it had invested "significant resources" to protect its review system

The people in the article who write those inauthentic reviews probably aren't detectable with that automated technology. Unless they're provided specific copy to include, they're likely indistinguishable from an authentic review.

I used to think the reviewers who were particularly verbose and who included copious (sometimes superfluous) detail were likely authentic. Now I think that's an easily faked signal.

I have no clue what to believe with respect to online reviews, but I'm ever-so-slightly swayed by Amazon's explicit "amazon's choice" endorsements. I'll visit retail stores more often in order to have a clearer idea of the quality level I'm buying, and an easier recourse if it doesn't work out.