diaglo said:
as a consumer, i prefer to read reviews by people who have done like me and paid their own hard earned cash.
Interesting point. As a fellow consumer, I read reviews (hopefully before purchasing the product -

). Many of the reviews that I read the most are ones by "professional" reviewers. Many of these reviewers are given product to review. Some of the reviews are by "amateur" reviewers. Some of these reviewers are bitter due to buyer's remorse. So, consumers have valid concerns regarding product reviews in general.
The following are not an indication of how the "reviewer community" acts, but are thoughts that run through my mind when reading reviews (I guess that the moral of the story is to read many reviews and ask for many opinions):
On the one hand, the publisher may be saying, "Here, for your hard work and balanced reviews I will allow you to have a copy for free to review."
On the other hand, the publisher may be thinking, "If I give you the product for free, you may give me a more favorable review, for I am not concerned as much with a fair review as I am with increased sales."
On one hand, the "professional" reviewer may be saying, "My morales and ethics force me to give a fair review, regardless of if I purchased the product or was given it."
On the other hand, the "professional" reviewer may be thinking, "I am not real concerned with this product, but the one they have coming out next month really interests me so if I give this one a good review maybe they will give me a free copy of that one as well".
On the one hand, the "amateur" reviewer may be saying, "I am going to do everyone a favor and review this product that I just purchased so that they can see an unbiased review."
On the other hand, the "amateur" reviewer may be thinking, "I really don't like this company, so I am going to put out a bad review in order to hurt their sales."