Don't trust online reviews (personal anecdote)

I recently bought a product online. I wasn't able to find it in a bricks-and-mortar shop, so I had to buy it online to even see it, let alone try it. I received it, and it wasn't right for me. I was able to exchange it for a different version, but even the different version wasn't right. So I returned the product and got a refund. All along, the customer service was excellent, but the product itself turned out not to be what I wanted.

The way the product failed for me was connected to the "headline" description of the product. It wasn't a minor failure. It did something that they explicitly said it wouldn't do, which was one of the main selling features of the product.

After the dust settled, I wrote a review of the product. I don't normally do this: I neither write nor read reviews. However, I know that other people do rely on reviews and, seeing as this product is only available online, and its failure was linked to a major selling feature of the product, I felt duty-bound to inform other prospective buyers that it might not suit some people. I gave it a 2-star (out of 5) rating, as well as writing up why it didn't suit me (while allowing that it might still suit other people).

Since I submitted the review, I have checked the website (I'm an egotist: I wanted to see my words being published!). Other reviews with more recent timestamps have appeared, but my review has not appeared. I've now noticed that the lowest rating in their reviews is a single 3-star rating, with some 4-star reviews and lots of 5-star reviews. There are no 2-star or 1-star reviews. My only conclusion is that the company selects which reviews to publish - and which ones not to publish.

I've always wondered if companies would post negative reviews of their own products. Now I know for sure that at least one company does not.