We're using TrustPilot to boost sales, clicks and we think page ranking too. After about 30 reviews Google picks up the review score and puts stars next to the domain name in search results . We see an increase in clicks and conversions. Of course it's easy to give oneself fake reviews to achieve the 30 reviews needed (using proxies, fake FB account, browser emulators etc) and giving fake negative reviews to competition so they show a low score -> more sales for yourself. It's easy enough to write scripts that post dozens of fake reviews a day. Enjoy.