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I usually go to the reviews (if there are any posted) and start with the latest reviews, then I go to the reviews in reverse order - meaning the lowest ratings first - and i read those while paying attention to the dates the reviews were posted.
I try to put all that info into context and make a decision from there.
Interesting ... so you believe this provides a filter out bias? I wish I could believe that a seller could not pay some service to post "reviews" no matter how many. I cannot take "reviews" seriously any longer ... TNOF's a much better bet to get the straight goods on a product...