I find it's pretty easy to identify the fake reviews. I'm sure a few clever ones manage to sneak by but for the most part I can tell. For one thing any review that doesn't list any negative factors is automatically suspect, and some just read like advertisements. I tend to pay the most attention to the 3-4 star reviews, the highest rate of fake ones are in 5 stars and a lot of the 1 star reviews are people who bought the wrong item, don't know how to use it, or are griping about problems they had with the transaction.