With the sheer amount of pricing data available online, many of us are less concerned about price and more concerned with how we will be treated by a company before, during and after the sale. And if this is not a secret, to attract customers many companies hire professionals to manage their online reputation. The usual practice is writing tonns of positive reviews and comments that are not from real customers, but from such reputation management companies. Don't you think it is cheating? How do you look at reputation management? Do you rely heavily on reviews and comments while trying to purchase something or choosing the required company?
I usually look at reviews. They can be helpful if you have any doubts. Of course, if there are many similar negative or positive comments, it looks suspicious then. Becides, not all such companies you mentioned just writing fake reviews.