Marshall - 1:32 pm on Dec 8, 2011 (gmt 0)
I think one important aspect that's missing is the review target.
That's why I was addressing "seller" reviews and not "product" reviews. And in the end, we should all take them with the proverbial "grain of salt" for reliability. But you know as well as I do, it is a marketing trick mostly reserved for internet businesses (seller reviews) as I have never walked into a brick and mortar and saw reviews hanging on the front door.
Regardless, those little stars on a SERP or either Google or Bing shopping draw attention.