About brands, we’ve seen the rise of comparison sites and review videos that allows unknown products to raise to the top. I’d say that’s pretty in line with your expectations towards user reviews. We just have more experienced, less influencable/buyable reviewers (in general). For instance the top vacuum cleaner on wirecutter doesn’t need to be a Dyson to get recognized.

The main issue here is really Amazon messing with the supply chain and injecting fakes where they could be guaranteeing genuine products instead. In a sense, looking at a wirecutter like site and buying directly from the maker is the best of both worlds.