I could see why they don't jump into the review verification side though. If they acquired one of these apps or built their own and another fake review compari

I could see why they don't jump into the review verification side though. If they acquired one of these apps or built their own and another fake review comparison engine outperformed Amazon's, they'd have to deal with the backlash of why theirs isn't good enough. It feels a lot like Consumer Reports to me, where the reviews of products are handled separately from the vendor.