Personally, I'm tired of seeing reviews that are so professional looking that they scream "not real" to me. Most reviews by actual buyers are likely to have at least one or more typos, not be well organized, and not really be that useful. We see a lot of "I gave this product 1 star because the box was smashed when I received it." Or the reviewer trashes the product but doesn't really explain what the actual faults are. Or they gush all about the product but give no reasons why they think it is so great. And perhaps my favorite, they trash a product because it doesn't have a particular feature when in fact it is advertised as not having that feature. Duh! But when you see a review that was well thought out, well worded and organized, is quite lengthy, and has professional looking photos attached, you have to question exactly who, or what pro, wrote that review. Those just seem too professional for the average buyer.

For me though, the most useful reviews take the time to fully explain any issues the buyer has encountered.