Can anyone here really say that for "amateur" reviewers:
-taking care with grammar,
-using specific examples rather than general unsupported statements
-making sure you've actually tried the thing at least a bit
-avoiding long diatribes on art
-and not getting carried away making only negative points
are bad ideas?
Yes.
While grammar is nice, are reviewers supposed to be only those with English degrees? Heck, I don't even own a word processor and so write my reviews in notepad. I try to check my spelling, but I'm going to end up with typos.
Specific examples are good, but again, we're not writing academic papers. It's okay to give general impressions of the product. That say, the art is terrible, as opposed to citing several specific pieces that are ugly.
I would agree with the trying at least a bit of the book, but many of the problems in FFE products are obvious to those who know the d20 system. I mean, what sort of hit dice does a Ranger have? Anyone who has played d20 knows it's a d10. FFE thinks it's like 1st edition, and they have a d8 (sometimes). If I haven't played that part of the adventure with the bad stats, should I refrain from commenting on it? Heck no.
Art, well, I generally don't go on diatribes about it, unless they have pokemon dolls in the pictures (grrrrrr...that drives me crazy), but it's subjective. Some people really like art in their RPG books. Some don't. It's completely up to the reviewer, I think. Afterall, a review is their opinion of the book.
And sometimes, the only points of the book are bad points. There are really some books that have no redeeming features. Should you lie about them to make the company feel better? No.
Though my point is, people should be encouraged to review stuff. Especially d20 stuff, because there is just so much of it, and so little money (at least in my case) to go around. If you try to turn reviews into painfully detailed academic critiques, no one is going to write them.
Anyway, with only a couple exceptions, I really don't think any reviewer I've read has had an axe to grind with the company or the author. Most game people/companies are very nice (with very few exceptions...even Mr. Ward is nice, as long as you don't criticize him) and no one wants to hurt their feelings.
In 99.99% of cases where a bad review is given, the reviewer just really didn't like the book.
I think any objective judge would agree that most of FFE's products are well, bad (go read all the comments in the threads about the $2000 lifetime product deal they have. Most people pan their products). And they certainly do have certain consistent problems (like d20 stats/OGL compliance, bad maps, ugly art, poor editing, etc). Rather than shooting the messenger, why doesn't FFE spend the time and effort on making better products?
FFE has had a lot of neat ideas. If they implement them better, everyone is a winner.