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on any site the majority should be unhappy people who are complaining.
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That's a big load of BS. Take a look here:
http://www.resellerratings.com/topstores.pl
...the vast majority of those reviews are positive, nearly 30,000. It's simply not true that satisfied customers don't go out of their way to write reviews- they do.
A huge part of what we do at ResellerRatings is to detect and prevent fraudulent reviews. In addition to automated checks which make it very difficult for fraudulent reviews to slip through, we also do manual analyses and when in doubt, we request a reviewer to provide us with a copy of their order invoice and/or CC statement as proof of their transaction.
We have no reasons to suspect these companies of fraud. The bottom line is that companies that take an active role in ResellerRatings resolve any customer complaints that do occur, and since reviewers are free to edit their reviews at any time, even those that complain are likely to become satisfied if the merchant fixes any outstanding problems. That, coupled with already good service, means that merchants can achieve averages exceeding 9 and even reaching 10.00 in many cases.
Also, the reason why Dell and other mainstream manufacturers and high dollar resellers have few reviews is because ResellerRatings is frequented by advanced users looking for bargains, not beginner consumers willing to pay top dollar from a name brand store - our users buy components and hardware and build their own systems. Newegg has 8,000 reviews compared to Dell's 923 reviews, for instance. Plus, stores that know and care about ResellerRatings often either link to their reviews page or encourage their customers to write reviews after they make a purchase, which further increases their review totals.
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