In yet another case of fake reviews, author RJ Ellory has admitted to, and apologized for, faking reviews. The story is at http://www.telegraph.co.uk/culture/books/booknews/9515593/RJ-Ellory-detected-crime-writer-who-faked-his-own-glowing-reviews.html
The article references Jeremy Duns who is back on twitter after having his account locked over accusations of spamming. You can read more about that http://jeremyduns.blogspot.com/
I just don't get it. Whether you are paying for reviews or writing fake ones for your own books or for books by other folks, eventually it will all come out. The coverup is always worse than the crime, and yet, this stuff just keeps happening.