I guess when you read reviews from a retail company you have to expect that they will tend to only publish good reviews, else they lose suppliers etc. Not saying the reviews are phony, but that it makes sense to publish positive reviews on a retail site. Negative reviews would only hurt your company: "oh hey, don't come by this stuff from us, it will surely break"
I still think when you are looking for reviews on a specific piece of equipment you can find a good variety of opinions on the buzz. It's a pretty comprehensive forum for that.
I have been happy with the CKS reviews but before I purchase any big item i definitely search the buzz archives for opinions. We all know there are enough of those here....
That being said, I have to say the most recent review of the Molan wasn't exactly from a paddler who "beat the hell out of it" but rather someone who rented it for a half day in the play park...
"Paddle silently, boof loudly"