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Of course, that leaves open the question of how "free" any given book review is.
Is the reviewer getting paid by a newspaper to write reviews for their website? Is the reviewer getting free books to review for their blog? Is the reviewer a MobileRead poster who comments on books they find interesting? Something else?
That's why I think disclosure is essential. There should be a little note ... "this reviewer was paid by the author" or "this reviewer's employer sells advertising to the publisher" or "this reviewer got nothing, not even a book."
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