That said, I'm only careful in proportion to the risk: why spend much time reading random reviews for a small purchase?
Especially (to go back to the subject of the thread) if it's to buy something from a big brand like Google: I'm certain to find both good and bad reviews, both fake and real. I'll just try and see by myself. Small risk for me. Huge risk for Amazon...
I haven't bothered with paypal or ebay since. Hell with them.
BTW thats another plus for Amazon, their giftcard program. Beside being able to buy them with cash in any shop one can get amazon.com giftcard on gyft.com for bitcoin and save 3% (or more if want to risk localbitcoins.com) and then go shopping on Amazon.
And I prefer the way they group all sellers under the same item and delivery charges + taxes are clearly displayed up front. None of those cringe-worthy ebay pages with HUGE FONTS and misleading delivery information.
Also, in UK google might face some legal problems with distance selling regs unless they sort out the customer support stuff.
[1] if you place fake reviews having a few like this is probably a good idea. It's much more preferable to me to see things like this than a bunch of five star great reviews.