May be a bit of kilter with this, however I've got my own business, I've been around about 10 years and I have always made a good living from word of mouth.
recently started to engage in modern technology, which meant twitter, google, Instagram, fb, etc. Now I have never had anything but great reviews, soon has I opened google there they were, awful reviews.
Looking into it deeper with my tech friends, we came to the obvious conclusion that every 5 star review online you receive is obviously computer generated by yourself or now they are from what we setup. 1 star awful reviews are your competitors. The in between reviews are ones that you need to be happy with.
So in conclusion I believe this site is priobably similar, new reviewers are to be taken with pinch of salt, really dire ones are another questionable source ,then you get the reviews from long time members that you can rely on.
Not complete science however one I stick with from my own experiences