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I wouldn't give any consideration to a review that's been paid for. The reviewer can claim all they want that they'd be honest, but I don't really buy it. Eventually, they're going to realize that they give a bad review and that author isn't coming back. And maybe he tells his friends not to bother with you. You don't tick off those who're giving you a paycheck.
When it comes to reviews, I'm more likely to check out the unhappy ones. Especially at Amazon. You can get all kinds of "Love it!" but the "Hate it, don't bother" reviews are more likely to get to the point and tell me why. I'm usually looking to avoid certain things, and I find out faster if the book is something I shouldn't bother with from the bad reviews. Then if the bad review mentions stuff that doesn't bother me, I'll go back to the mid-line reviews. I read the good ones last.
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