Everyone online knows how important positive reviews and recommendations can be. They can spell the difference between getting the business or not. The problem is, a cottage industry has popped up that vends fake reviews. Just like the black hat firms that once spawned link farms, these faux reviews might make your listing shine in the short term only to tar your company over the long haul. Even worse for firms who offer to post dubious reviews for a little bit of folding green, the powers that be are beginning to not only take notice, but take action. Case in point: E-tail giant Amazon has just initiated a lawsuit against 1,000 freelancers that sell face reviews. How long will it be before other industry titans like Google follow suit? Will companies who post fictitious reviews wind up tarred with the same brush? Who knows, but one thing is for sure...There's a lot at stake when it's fake.