This reminds me of something I read in the times a while back...
He was part of the marketing department of a company that provided services to self-published writers services that included persuading traditional media and blogs to review the books. It was uphill work. He could churn out press releases all day long, trying to be noticed, but there is only so much space for the umpteenth vampire novel or yet another self-improvement manifesto or one more homespun recollection of times gone by. There were not enough reviewers to go around.
Suddenly it hit him. Instead of trying to cajole others to review a clients work, why not cut out the middleman and write the review himself? Then it would say exactly what the client wanted that it was a terrific book. A shattering novel. A classic memoir. Will change your life. Lyrical and gripping, Stunning and compelling. Or words to that effect.
In the fall of 2010, Mr. Rutherford started a Web site, GettingBookReviews.com. At first, he advertised that he would review a book for $99. But some clients wanted a chorus proclaiming their excellence. So, for $499, Mr. Rutherford would do 20 online reviews. A few people needed a whole orchestra. For $999, he would do 50.
There were immediate complaints in online forums that the service was violating the sacred arms-length relationship between reviewer and author. But there were also orders, a lot of them. Before he knew it, he was taking in $28,000 a month.
Book Reviewers for Hire Meet a Demand for Online Raves