While this doesn't have much to do with the provider and reviewer in question, I think there are a few obvious facts that form a trend for many reviewers.
First, is rating inflation - I don't think that some reviewers appreciate what a 1-10 scale ought to mean - if I give a provider a 7 or 8 on looks, thats pretty good from my perspective - more attractive than 70-80% of the population (or of providers). The population in general has very few '10's - and even if the population of providers is better looking than the general public, there are still going to be relatively few '10's. I feel like this holds true despite the relative subjectivity of the review process. People are tempted to give inflated reviews to providers that they like - my personal ATF, unfortunately gone from the scene, got a 7 for looks and a 9 for performance from me - which is ultimately fair. I mean there are guidelines for this... Remember without going above and beyond the max score is a '7' with one additional point awarded for each extra fantastic offering. Thus my ATF garnered a '9' for performance.
Unfortunately there are also providers that offer perks or discounts in exchange for positive reviews. I've unfortunately fallen victim to one of these in the past - no score less than an '8' and the majority '9' and '10'. Which was INSANE. But it all made sense when I found out that she trades services and discounts for all those high marks. Somewhat predictably, she threw a fit when I submitted my unbiased review. Encouraging people to submit reviews is one thing - but trading on that currency for inflated ratings is dishonest.
Just like all review sites (Yelp, etc.) people tend to submit reviews that are either raves or complete disappointments. Our emotional state regarding an experience (high or low) will affect the likelihood we'll submit a review in the first place. This is mirrored by the subconscious way in which people on social networking sites like Facebook post overly rosy pictures of their lives and experiences, and then the reaction from their peers is to post similarly positive things about their lives - I think something similar happens here too.
Sorry for the long post and the holier-than-thou lecture, I hope everyone takes it for what it is - just my opinion - I just appeal to everyone to follow the guidelines -
http://www.theeroticreview.com/reviews/submitReview.asp - particularly #2 and #7
Happy New Year!