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I don't think the writers being reviewed are all colluding in some sinister plot, I think it's just people using the reviews as a marketing exercise for their own books. If you wrote a book about (say) zombies it would make sense to put the name of your book in front of people looking at other, better known zombie books. The reason for the 5 stars will be fear of retaliation by the writer being reviewed (or the writer's fans).
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