I think if Nikon would afraid for its reputation (and they are, obviously, NOT), they should assign a group of people – let’s say free-lancers, to monitor daily publication on 20? (top 30) popular websites, or, maybe, Nikon can just offer to users some sort of incentives for each lead to a “professional” review that is bias and let Nikon Employee to challenge the review. Incentives can be as simple as Additional Nikon manual, or a Nikon filter, or something similar for let’s say 10 valids leads…. It can be thought through. (good example are cigurets points program, those were very popular and piople were just looking for an empty box with UPC code
As per my personal experience with electronics - I got used to be prepared to read a lot of negative reviews even for an excellent product. My “workflow”, when I’m choosing a new toy, is pretty much like this:
1. I pick few items that bring a lot of attention (a good example here is my D7000 - it’s my first dSLR. For the past 8 years I used Canon P&S cameras. I was extremely happy with my Nikon N90s and I was extremely happy with PowerShot(s) SD400, SD500, SD750 and G9. So naturally I picked 7D and D7000 as my potential targets.
2. My second requirement is the potential item should have a lot of reviews with at least 4 out of 5 average rating.
3. I do not buy anything that just put out on the market, unless I’m forced to. I usually let the first wave of excitement to settle in and SW/FW to be updated/bugs fixed, “first-impression” reviews to be updated, etc…
4. Next, I read all and every single negative reviews and divide all those in two categories: people who know what they are talking about (or potential possibility of that) and people just producing hot air(for various reasons).
5. Last and not least I decide for myself if features (lack of features) described in potentially valid negative reviews are important to me as to user. If they are not – I’m done with my choice and I’m making a purchase. If negatively described features are important to me – then I do additional research just on those features and making my final decision.
This is the way I ended up back with Nikon, and Oh Boy, I’m ONE HAPPY CAMPER now!