Amazon Reviewers

Here is an interesting story about the reviewers at Amazon. Here is the key point:

Like celebrity bloggers and Wikipedia "Gnomes," then, the Top Amazon Reviewer heralds the arrival of a curious hybrid: part customer, part employee. This feels like a loss. But perhaps it means that in the coming age, every writer will be a salesman: up past dark, sifting through the data stream for evidence that somewhere, some honest soul is buying.

Read the whole article here.

I always assumed that the reviews of Amazon were done from helpful readers, not necessarily the work of professionals. What do you think?