What you see (or read) is not always what you get, according to this transcript of an ABC News 20/20 article.
Quote:
So, what are your winter plans? Looking for a hotel? Here's the 21st century way to book it: log on to one of the big travel Web sites such as Travelocity, IgoUgo or W8there and read the reviews, billed as comments by folks who actually stayed there. Good ones will raise the hotel's ranking. Then all you have to do is click to make your reservation. But how reliable is all that advice on the travel sites?
Journalist, consumer advocate and travel industry critic Christopher Elliott says that the notion that you can always trust the hotel reviews you read online is a myth.
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ABC News: Booking Online: Who Writes the Reviews?
Buyer Beware: Don't Believe Everything You Read 
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