This doesn't make sense to me as it has the opposite effect. If I want to buy an item, I'm pretty dead set on buying it. Now it's just to figure out which com

This doesn't make sense to me as it has the opposite effect. If I want to buy an item, I'm pretty dead set on buying it. Now it's just to figure out which company's to buy. If I can't rely on reviews and get a terrible unit, I will return it and no longer trust Amazon for that item and turn elsewhere. Ultimately, Amazon lost some money, I lost some time, and Amazon lost the sale.