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It would appear they've just added a rich snippet from schema.org to the page: Home Solar Panels Rated 5/5 based on 145 reviews There's an interesting article on CTR's (related to schema markup) here: http://www.themediaflow.com/2013/05/implementing-schema-to-increase-search-traffic/ But still - I agree, false markup, false reviews = spam. Thanks for the responses!!