If you want to convince folks who have become, how shall we say, a bit skeptical of the trustworthiness of your online review site, do you:
a. Work hard to weed fake reviews out of the system?
b. Create a verifiable system of accountability?
c. Refrain from cheap PR tricks like hyping extreme reviews that have not been verified and can cause lasting damage?
d. Or do you hire a PR firm known for creating fake blogs?
I think if the answer is d, well, that really says it all, doesn't it?
