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I think the possibility of rival automakers spamming the reviews with negatives is very possible, but even more interesting is how people find the negative reviews more helpful than positive ones. It just goes to show that you are much more likely to lose 10 times the business on one negative review as opposed to the 1 or so you gain on a positive one.
If these are rival companies just trying to slow down Honda sales they may be getting through to some. I particularly like how one reviewer commented that with the crappy gas mileage he should have bought a suv(hmm).
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