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Make sure you don't confuse STORE reviews from PRODUCT reviews. Very easy to do. Powerreviews and Bazaarvoice for instance help companies aggregate PRODUCT reviews. The ratings extension for Adwords and Google Product is a STORE review of a merchant. We have found the quickest way to get the ratings extension to fire is to post the store survey from Bizrate. It has been around forever which is why Google selected them as a primary review partner aggregator. Check out this post from Google and Bizrate Insights. http://googlemerchantblog.blogspot.com/2010/09/working-with-bizrate-for-trusted-seller.html

If your page content supports using UGC (reviews, comments, etc), this is an excellent way to get different spellings and vernacular of users into content organically. If it is written by users, then it's a very natural part of your content. As a member of the Bazaarvoice Advisory board, I see evidence of the great organic lift from reviews/customer posts over and over related to words and spellings that only UGC generates. Through this content, you optimize easily and have a chance to rank on numerous variations.