About two years ago we asked Do Amazon Reviews Count? and wondered why we saw so few of them quoted by respectable publishers. “We live in an age when peer review is meaningful if not significant,” I noted, thinking about the fabulously successful Zagat restaurant review model utilizing the opinions of our very own next-door neighbors.

If the same group-sourcing dynamic could be applied to books, we could see a revolution in the way books are reviewed to match the way they are digitally delivered. If Amazon could assemble a cadre of reviewers to replace the publishing establishment’s phalanx of critics, endorsers and other brand-bestowing literary Gatekeepers, the 21st century’s paradigm shift would be that much closer to total.

But it all depends on the integrity of Amazon’s reviewers, just as our assessment of a restaurant’s ambiance, service and food depend on the integrity of the men and women who write it up for Zagat. So, it was with no small measure of concern that I read a blog by Scott MacDonald in Quill & Quire calling our attention to a website called readerspoils.com that arranges for authors to pay for reviews on Amazon. “Yes, that’s right,” MacDonald writes, “for just $15 U.S. you can get a completely ‘honest’ review of your book posted to Amazon in mere days!” In fact, he adds, while $15 is the base price, the site “is apparently selling reviews only in bulk quantities: 100 reviews for $1,400 and 500 reviews for a mere $6,500.”

The site’s owner is a self-published promoter named Clark Covington  who describes himself as “a book writing fool. I’ve written several nonfiction books, and have a fiction novel in the works.” For many agents the redundant phrase “fiction novel” instantly identifies the author as a writing fool, but we’ll let that pass. Because when it comes to P. T. Barnum pitch, Covington is nobody’s fool. Here it is:

“Up until now the publishing industry kept a tight lock on their book reviewers, paying them large sums of money and giving them many freebies to urge them to review books for well known authors. The time has finally come where you, the self published author, can get quality, real life book reviews for the price of a couple of tickets to the movies…”

You are then instructed to select how many reviews you want, prepay for them, and enter information about your book, whereupon “You receive an email from us when all of your reviews are posted on Amazon, usually within a week of your purchase.” In case you’re still on the fence, Covington furnishes sample Amazon reviews including video testimonials.”I admit it, this sounds unbelievable,” Covington adds, beating us to the punch. “This sounds too remarkable to be true, this is the type of thing that makes you want to call your local attorney general and tell them a scam is brewing.” Covington claims to have access to 5,000 reviewers. How does he line them up?

“With a few strokes of luck and a hearty bribe, that’s how,” he boasts. Readers interested in reviewing can register on the site, and apparently there is some sort of consideration. I came across one complaint by a reviewer who claims to have gotten stiffed.

This operation is so patently humbug that it would be falling-down-funny if it were not for the stain it casts on the potential honesty and integrity of Amazon’s review system. Yes, it is true that the imperfect old review system is also subject to manipulation and even corruption. But Amazon represents an opportunity to get it right, to hear the recommendations of intelligent peers and neighbors about books that interest us. If we lose our trust in their honesty – the Quill & Quire article is called One more reason not to trust reader reviews – we also lose our literary value system.

Many of us grew up in a world where there were legitimate books and there were vanity books and everyone knew which ones to take seriously thanks to the tastemakers and gatekeepers. If they were biased, if their judgment was flawed, if they sometimes exalted the worthless and trashed the sublime, we lived with it because it was the only system we had. But now there is another way, and as we move into a socially networked future most of us are willing to give it a chance – unless we suspect the game is rigged.

Richard Curtis