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Belkin Employee Says It Goes Deeper Than Fake Reviews
Who needs good product when you have good PR...
by Karl Bode Tuesday 20-Jan-2009 tags: business · hardware · networking · consumers
Fresh off of being busted for paying people to post fake positive reviews to Amazon, an anonymous employee tells Gizmodo that Belkin's bag of tricks goes much deeper. According to the post, Belkin has consistently told employees to do whatever's necessary to get good reviews -- from sending routers with specially tweaked firmware to reviewers, to actually paying magazines for good reviews. "In the past there have even monthly awards given to Business Units who achieved the most positive reviews, regardless as to the products rate of customer returns," says the poster.

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pnh102
Reptiles Are Cuddly And Pretty
Premium
join:2002-05-02
Mount Airy, MD

Kudos to Belkin

If anything, Belkin is being honest about how this racket works. We've all known for years that it was customary in the tech industry (and in most others) that good reviews are bought, not earned.
--
Blagojevich / Madoff 2012!

Dogfather
Premium
join:2007-12-26
Laguna Hills, CA

Re: Kudos to Belkin

Doesn't look like "Belkin" is being honest for crap. They have a few anonymous employee leaks letting the cat out of the bag.

SLD
Premium
join:2002-04-17
San Francisco, CA
You can usually tell a fake review on Amazon. I reported one for a Monster product, but Amazon wouldn't pull it because they couldn't "confirm" it was faked. Of course, anyone in a level state of mind could see it, but then of course, Amazon doesn't sell more product with bad reviews either.

DrModem
Premium
join:2006-10-19
USA
kudos:1

Re: Kudos to Belkin

I see you have never stopped by the reviews page for Tuscan Whole Milk, 128 fl oz or Denon Audio Cables.

SLD
Premium
join:2002-04-17
San Francisco, CA

Re: Kudos to Belkin

Looks like an audition for Woot writers.

pnh102
Reptiles Are Cuddly And Pretty
Premium
join:2002-05-02
Mount Airy, MD
said by SLD:

You can usually tell a fake review on Amazon. I reported one for a Monster product, but Amazon wouldn't pull it because they couldn't "confirm" it was faked.
Of course not! They can't show bad reviews of one of the highest margin items they sell.
--
Blagojevich / Madoff 2012!

Wills

join:2001-01-03
Port Charlotte, FL
Yep, this happens in just about every industry. One of the worst, believe it or not, is the gun industry. Magazine reviews are notorious for being paid off or bought out for a good review on which ever gun they're testing that issue.

Some of the reviews I see in gun mags are just plain silly. The last one that comes to mind was a guy showcasing a $4000 custom 1911 and he actually refused to discuss the weapons accuracy in the article! He simply said that it's good enough for self defence use.

That's like reviewing a server and saying "It's good enough for web hosting" while not listing the bandwidth capabilities of the system....
--
I have a shaved head, a goatee, and tatoos. Don't you realize the rules don't apply to me.
Rogue
Premium
join:2008-01-23
West Milford, NJ
Especially so in the imaging industries - cameras and video recorders which are big consumer items buy their reviews. Always have.

burgerwars

join:2004-09-11
Northridge, CA
Fake reviews are nothing new on Amazon or elsewhere. I've searched some of those "as seen on TV" POS products, and in the midst of nearly unanimous posts that the item is junk, you'll find a few that say it's the best thing since sliced bread.

KrK
Heavy Artillery For The Little Guy
Premium
join:2000-01-17
Tulsa, OK
Reviews:
·AT&T DSL Service

1 edit
said by pnh102:

If anything, Belkin is being honest about how this racket works.
Wow. Talk about getting it bass-ackwards. If insider WHISTLE-BLOWERS have to come forth and reveal these issues, it's not Belkin being honest--- It proves they are being DIShonest, and that HONEST employees are exposing their scams to the public....

I'm betting Belkin would love to 'reward' this honesty by promptly firing said employees.

Smile__
Premium
join:2008-10-10
New Freedom, PA

Happy with them

I have a Belkin at home and work. No issues here. I would write a GOOD review about them. Shame on Belkin for the bad business practices...
mlundin

join:2001-03-27
Lawrence, KS

Re: Happy with them

How much is Belkin paying you?

Smile__
Premium
join:2008-10-10
New Freedom, PA

1 edit

Re: Happy with them

1 Billion dollars... Wahaa!!!
mlundin

join:2001-03-27
Lawrence, KS

Re: Happy with them

It figures... they only offered me $0.05. Consequently, their products suck for me. :-P

Smile__
Premium
join:2008-10-10
New Freedom, PA

Re: Happy with them

That's the IN price per review. That's why I moved from Fort Wayne to Maryland..
rapidfire60

join:2007-11-26
Bossier City, LA

No complaints

Ditto to Smile.

I have had an N1 Vision router for almost a year, and I have never had a problem with it. I would write a good review for it as well.
gigante
Premium
join:2000-06-30
Anchorage, AK

Re: No complaints

I've had 3 N1 Vision routers in the past 9 months and am waiting for a fourth on an RMA. If you download large amounts of data the router gets hot and locks up, dropping all connections. A power cord pull is required.

I wouldn't whine so much about it but three $150+ routers with the same problem? Sheesh!

Also the Version 2 N1 Visions have much less wireless coverage than the Version 1 routers. Strictly conjecture.

drakkkar

join:2003-02-07
Houston, TX

No Surprise

I am not really surprised. I have definately noticed many Belkin products in the small enterprise space have suffered from worstening quality (admittedly their focus has definately shifted more to the home user). In fact a few months ago, we took Belkin off our approved product list for everything other than cables (and they are not longer even our first choice for cables).
--
~Age and Treachery will always overcome Youth and Skill.~

marketingatworx

@ameritech.net

approval from:
MackMarvel See Profile

marketingatworx

This is what happens when you have Marketing at work, I truly think Marketing is the root of all "corporate" evil
rmdir

join:2003-03-13
Chicago, IL

FW

Instead of specially tweaked firmware for reviewers, why not just use the firmware for the products the rest of us can buy?
expert007

join:2006-01-10
Buffalo, NY

Re: FW

Yeah......if its freely distributed tweaked firmware, would there be additional cost to them by making it widely available?
JDCMAN

join:2006-02-23
Somers, NY
My guess is the review units have out of spec transmit power, like 84mW instead of 42mW. It works, but the internals get much hotter and die quicker, so you don't want to do that in production units.

Of course, this is pure conjecture, but it would make sense that they sent "specially tweaked firmware" like this that they wouldn't put on retail units.

Nightfall
My Goal Is To Deny Yours
Premium,MVM
join:2001-08-03
Grand Rapids, MI
Reviews:
·Site5.com
·Comcast
·Callcentric

I was wrong

After reading the last article, with as much as that moron was paying (.65 cents a review) I thought the guy was a rogue that was looking to inflate reviews on his own to make himself look better. I thought he was out to get some kind of promotion by pointing out all the positive things that was said. I guess this is much more widespread than I thought at Belkin which is disappointing. Just because everyone else does it doesn't make it right.

Ah well, at least they have some good quality items I have bought in the past and would gladly purchase again. Just makes me more wary of what I read when it comes to positive reviews.
--
My domain - Nightfall.net
tmc8080

join:2004-04-24
Brooklyn, NY
Reviews:
·Optimum Online
·Verizon FiOS

the information is out there, but not the obvious place

with the downturn in tech spending.. it goes without saying that every tech company is desperate for revenue. this is a recession that IS hurting tech companies badly. however, this should not come at the expense of uneducated or duped consumers. do your homework when buying tech products. those that suck can be found out for what they are by reading when REAL customers write about them.. the good, the bad, and the ugly. some reviews are just uneducated consumers ranting about how difficult it is to setup a product.. still others actually write real critical flaws & design problems with the technology.. these are the ones you will want to look for.. there is s difference between the two. then you weigh which has the least problems for the best price. don't believe all the hype of technology is just so much better than the last generation.. most people don't even need 802.11n routers & adapters just yet.. only to replace failed equipment.. or you have needs to transfer files locally at ethernet 100+mbit speeds wirelessly... that's all you'd need "n" for, so your current "g" is good for another few years.

FYI, belkin is not "top of the line" in networking products... if your not going to shell out the extra cash for a top of the line linksys or dlink "N" router.. just go with something generic with the least amount of problems & cost the least. for you, that may or may not be belkin. better yet, hold out until they discontinue "g" and only sell "n" at cheaper prices (don't worry.. they're mostly backwards compatible)

tao
Chaos Impends
Premium
join:2000-12-03
Lansing, MI

Re: the information is out there, but not the obvious place

You had a great post until that last paragraph, come on now, you know Linksys is not TOTL!

BTW: Best bang for the buck is that little white Netgear 614, rock solid b/g router. The included software makes it even better as a child or someone over 40 could easily be up and running in minutes.

Now if I could only get some real cash for writing about the Netgear product. Sixty five cents per review is not enough to pay for squat!

This situation reminds that back in the day*... You may not know that IBM had an OS that competed with Windows 95, it was named O/S2 Warp and it was hands down better than 95, but the reality of the world was that PC Magazine really should have been named Windows Magazine and they had zero articles on O/S2 Warp. PC Magazine went so far as to give sterling reviews for SQL Server beta products. That mag had to be better then sex for MS at the time, since that pre-dated Amazon and web reviews. There are still a couple of writers around from that mag, I don't visit their sites and I don't say their names. Dig a little and you can find them, don't know why you would though.

*Back in the day is circa 1996.
--
I play darts: »www.triple20dartingsupplies.com | »www.adaoflansing.com
I support unions: »www.1099alldrivers.org www.1039atu.com
RadioDoc
58ef2c0
Premium,ExMod 2000-03
join:2000-05-11

Re: the information is out there, but not the obvious place

I hope someone reminds you of that comment when you're about 45...


--
Toolmaster of La Grange.

tao
Chaos Impends
Premium
join:2000-12-03
Lansing, MI

Re: the information is out there, but not the obvious place

LOL, now that was funny!
zod5000

join:2003-10-21
Victoria, BC

I like my wireless bridge.

The only piece of belkin technology I own is a wireless bridge I use to network my old xbox1 in the bedroom to the wireless network. It did WPA2 and it works great. Maybe they didn't need to pay people to advertise for them.. lol.

jayner

join:2001-10-30
Glenolden, PA

2 routers went bad after 1 year

I had 2 belkin routers that were about 30$ each time I bought them and they both went dead under a year. I guess you get what you pay for so I just went back to linksys and have not had any issues since.
All of thier other products seem to work fine.
deadzoned
Premium
join:2005-04-13
Baton Rouge, LA

Not surprising

I am not surprised at all. I am sure it's standard operating procedure for most big tech companies. It is surprising that they got caught I guess...

funchords
Hello
Premium,MVM
join:2001-03-11
Yarmouth Port, MA
kudos:5

Never Never Never Ever...

Belkin just qualified for my blacklist, and not a moment too soon -- I was on the verge of buying one of their TrueMimo N+ wireless routers and put it off despite the 4/5 reviews.

This isn't Belkin's first step into the caca. Back in November 2003, they had a "issue" when someone there thought it was a good idea to have the router pop-up some advertising every so often.
--
Robb Topolski -= funchords.com =- Hillsboro, Oregon -- KJ7RL
... Should we pay those who are "too big to fail" more money to ensure they stay that way? ...

pokesph
It Is Almost Fast
Premium
join:2001-06-25
Sacramento, CA
kudos:1

If they..

..Just made a better product, they would not have to pad their reviews.

Personally, I've never liked their product line so for me Belkin was never considered.
pabster

join:2001-12-09
Waterloo, IA
Reviews:
·CenturyLink
·Verizon Wireless..
·Mediacom

Money talks. This is news?

If you've ever read reviews anywhere on the 'net and thought they were, quite literally, too good to be true...they are. Belkin is hardly the first or only company employing such tactics. Many, many companies have a lot of folks on the payroll who are tasked with getting positive press and reviews out at any cost. Belkin just got caught.

TCub
Premium
join:2008-09-03
Olmsted Falls, OH
kudos:4

Re: Money talks. This is news?

This is true. You can almost never trust reviews anymore. I personally only go with spoken word of mouth or if a product has LOTS of positive reviews. Even then you can't really be sure.

cdru
Go Colts
Premium,MVM
join:2003-05-14
Fort Wayne, IN
kudos:5
Reviews:
·Frontier FiOS

Re: Money talks. This is news?

said by TCub:

This is true. You can almost never trust reviews anymore. I personally only go with spoken word of mouth or if a product has LOTS of positive reviews. Even then you can't really be sure.
When looking at the product, I look to see if it has a favorable review. If it has a dozen reviews yet is only rated 2 or 3 stars, then I have to question why it's rated so low. A good, popular product will have at least some positive, legitimate reviews. However if it has a dozen 5 star ratings, then I take the reviews with a large grain of sodium chloride.

When evaluating a product, I usually evaluate on the bell curve. Drop off the top and bottom 10% (+/- some depending on the number of reviews). This gets rid of the "This product rockz!!!1!11 Nothng iz wrong with it eva!1!" reviews, the shill reviews, but also the grudge reviews like "Product received broken. Worst product ever." when the item being broken may not have even been the mfg's fault.
JimF
Premium
join:2003-06-15
Allentown, PA
said by pabster:

If you've ever read reviews anywhere on the 'net and thought they were, quite literally, too good to be true...they are.
And the same goes for Wall Street investment funds.
b10010011
Whats a Posting tag?

join:2004-09-07
Bellingham, WA

Belkin has always been junk

All the fake reviews in the world are not going to change that.
Clever Name
Premium
join:2005-05-06
Davenport, IA

Perfect timing

I just bought two of their surge suppressors based on positive newegg reviews.
Pureincognit

join:2009-01-02
Saint Anne, IL

Re: Perfect timing

I switched from linksys after a couple of routers bit the dust. Can't say the performance is as good a a linksys, but it is a very fast dependable router that has lasted for twice as long as my two linksys roters combined And its still kickin.

Dave0808

@comcast.net

Avoid Belkin + D-Link

I've always had heat and lockup issues with Belkin + D-Link routers. I recommend those Linux compatible/flasheable ones. The best are the WRT54GL & the Buffalo units, both of which are really hard to find in stores.

I've since move on to using embedded and sff fanless pc's for such duties as routing and use openwrt for AP duties.

Dave0005

@comcast.net

Fake reviews

I've written product reviews for technical publications for many years and was never once offered anything in exchange for a good review. In fact I've knocked a number of Belkin products as well as Linksys, Trendnet, NetGear and DLink products, and will continue to do so if they don't measure up. One of my guidlines is, "would I spend my own money on it?" If I wouldn't spend my own money on a product, I'd never recommend that others spend theirs.

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