Opportunity cost is the answer to your question. You see the value of some folk's time is very little, unfortunately, so writing two reviews a month in exchange for a twenty dollar membership is a great value. More specifically, suppose one earns ten dollars an hour (before tax), and suppose it only takes this individual thirty minutes to write a review, which is not unreasonable. Then writing two reviews - a twenty dollar value - takes an hour. But this person only earns a money wage of ten dollars an hour. (Actually, it's a bit less since he must pay tax on his earnings.) The person will be better off by at least ten dollars if he writes the reviews. Therefore, he writes fake reviews.
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