Brian Chen at Wired has written an exposé on pay-to-play app reviews, detailing app review sites that solicit money under the guise of “expediting” app reviews.

Unfortunately, this isn’t a new phenomenon: Every time we’ve released a major update to one of our apps and went through the review request process, we’ve been solicited for paid reviews by at least a few sites (Appcraver, Freshapps, etc). We’ve yet to have a product reviewed by any of the sites after we declined, even months later.
So, I fully agree with the general consensus that this at best borders on unethical, and certainly gives the impression of a conflict of interest.
Is it one, though?
If you take a look at one of the example sites given, Appcraver, it would appear that their review scores skew significantly toward the positive. As of now, their site exhibits the following score distribution:

This isn’t to say that the reviewers are artificially inflating their review scores, of course. Indeed, in their FAQ they make it clear that they pick and choose what apps they review (I wouldn’t want to review 3′s and 4′s, either!), though they also state that they only turn away “a few” paid review requests each month.
To be fair, it is possible that developers of high quality apps are more likely to pay for expedited reviews, but either way it seems very clear that those who do have little reason to fear a poor score.
Hopefully, in time this will all shake out as it becomes clear which sites can be trusted and which cannot. We are a young industry and, I think, a lot of these sites are operated by people with no journalistic background. With mainstream journalism mid-crisis both financially and – well – journalistically, it’s not surprising to see this sort of thing pop up.
Of course, there’s the other side of the equation as well. For any legitimate developer who wants to support his or her product over the long haul, it’s quite a tough slog to catch the attention of legitimate reviewers while still playing fair. Though I don’t agree with the decision among some developers to pay for these reviews, I certainly understand why they do it.
That doesn’t mean it’s right, though, and I’m happy that Chen has shone a light on the practice. I also suggest that consumers support review sites listed by O.A.T.S., a movement to improve editorial ethics and standards among such sites.