I like reviews that express at least a bit of emotion. Of course, the review has to get the facts straight, otherwise it isn't worth the time I need for reading. But a bit of a bias, if it's clearly denominated as such and explained, often helps more than a detailed but lukewarm discussion which leaves me with the impression that the reviewer just feels forced to fill another page about a product he couldn't care less about.
That said, I go with the notion that sees those "900 words" columns as free advertising. And as a simple customer I'm not really interested whether FFE products are OGL-compliant or not; this is nothing a player is concerned about and, therefore, this has nothing to do with the question if a product is good or bad, although I can see why other publishers get upset.
Of course, I want to know whether the products comply with the standard d20 rules, and that's why I consult reviews. Products that are clearly aimed at the standard D&D players but do not meet standard levels of power and treasure in D&D campaigns don't do it for me and, therefore, IMO deserve a lowered rating in reviews.
On the other hand, these personal attacks via websites and messageboards don't really affect my buying habits. It's more like a soap opera - it's nice to take a few looks while doing other things, slightly entertaining, but not really important. I bought "Orcfest", btw, for a friend who wants to start with D&D. But this one got good reviews

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