What's the difference between fake reviews and 99% of the rest of the so-called legit review sites out there that won't write anything bad about key advertising partners? The difference seems academic at best.

I hate to say it, but from experience, these kind of scams work even on the semi-computer aware. My gf has fallen for more than her share of virus-scams, so instead of just saying "don't trust anyting that pops up" (which never seemed to work) I used an analogy she'd understand, since she loves cars: "If a man ran up to you on the street and offered you a Caterham 500 for 100 quid, what do you think you'd find under the bonnet? An engine or a big bag of anthrax?" She got the message.