A few years back I left a negative review for one retailer of oak furniture on TrustPilot. It was deleted for profanity within 60 seconds. There was no profanity in it. I repeated this four or five times before eventually it stuck. I noticed it was quickly buried by the deluge of five star reviews. Then I noticed they claimed to have over 100,000 Trustpilot reviews. The numbers were impossible. It's heavily astro turfed and it would surprise me little to see that there's a significant review score downside to not paying them for a subscription. For me, TrustPilot has the reverse effect - if your business uses it I trust you less.