
The review sites are no different from models and endorsers. They will say the best things about a service provided the service is willing to pay for it. These positive reviews help in not only advertising their website and services, but also allows them to get benefits out of their SEO rankings and search engine advertisements. In theory, it should function the same way as the "crowdsourcing" review at TripAdvisor and Yelp. These sites are supposed to be open for reviews as well but you will notice that their websites have ads that contain references to competitor sites.
The rating review for websites work the same way. Nothing is really free and nothing is gained without an exchange of money. The amount of lies told you make a company look good and increase their chances at getting clients are based on the amount of money they are willing to spend. These companies that write the reviews are image makers in a way. They can make your site as popular as you need it to be based upon fake reviews or, they can tank a competitor site if that is what the other company is paying them to do. It's all about the money in the end.
It's part of the competition in the business. All businesses have their own methods of sabotaging one another in a discreet manner. These "reviews" are one such type of competitive actions that these sites take. By poisoning the image of each other in the eyes of the student, it becomes more difficult for the student to make a decision regarding which site to trust. It's basically a mind game that the sites hope to have work in their favor. By sabotaging the reviews of one site, they increase their chances of receiving the business from the student.
That is why these site reviews should never be trusted. These are all designed with one objective in mind, to get the business that one site might have an opportunity to having. By leaving a question in the mind of the student, the student may consider other options first and hopefully, that other option will include the site of the company that paid for the bad review of the other site and glowing review for their own site.