So, a new hotel (or restaurant) opens and within 3 years it has 100 reviews.
5 of them are great if over the top saying things like perfect service, tremendous food and beautiful surroundings but the other 95 say the total opposite and describe the experience in much more detail than the generic 5 and are far from complimentary. Would you go to it? How about if you then found out that all of the complimentary reviews were written by either the owner or employees or somebody with connections to it, would that sway your decision? Hmmm.