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i think the thing thats going to end up biting authors in the ass is all the 'sock puppeting' that goes on. its easy enough to discover (look at what else these 5-star reviewers have reviewed. without fail the list will only include books by said author). i'll accept a certain amount of friends and family give a book good reviews, i've done it for a friends novels (however they were genuinely good and i didn't need to lie). but an indie author with nothing but 5-star reviews will force me to dig a bit deeper.
i am far more likely to buy a book with multiple but legitimate 3 star reviews than i am one with nothing but fraudulent 5 star ones. socket puppet authors get put on my 'do not buy' list. overall i put a tad bit of faith in the review system but ultimately it comes down to my own scanning of the sample.
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