The Fake Rave

It is amazing how much we have come to rely upon the internet and various boards for purchase information. However, how much do you really know about the person making the recommendation. I am fortunate enough to be a subject matter expert on a bridal forum. Every so often I see a post extolling the virtues a photography studio or product. Upon closer examination it becomes obvious the rave was posted by the vendor themselves and not by a happy client. Some signs the rave might be fake include:

1) This is the writer's first post on the forum. Why would somebody who has never visited, let alone posted to a board, suddenly show up and start praising a specific vendor?
2) The writer talks about only one vendor. Why not talk about the rest of your vendors too?
3) There is contradictory information listed. For instance, the post says something about a November '07 wedding but the profile shows an August '08 wedding date.
4) The wedding date given is a week day

The fake rave is just a way to obtain free adversing for the vendor in such a way as to deceive you. Just as the fake complaint is an attempt to drive people away from a competitor. For how to you really know who is the author of the anonymous post? In the end, do you want to hire a vendor who lies to you via a fake rave? For who knows what else they may lie about!