I think one thing to add to this discussion is the harm these fake awards do to the *real* software review sites that actually take the time and effort to really review software. That's why whenever i see one of those software review sites that actually takes the time to evaluate software, take their own screenshots, etc. I think it's worth praising.
Just how persuasive an awards-splattered web page can be was examined back in 2007 by developer Andy Brice. Having authored a distinctive new application, Brice used a submission service to upload it to various Internet software review sites, and then sat back to see what, if any, honors it might harvest. He didnâ€™t have to wait long.