Don’t blame Amazon or Goodreads for authors writing rave reviews of their own work. Writers have been self-promoting since the 1700s, when it was called “puffery.” As Nicholas Mason writes for Symposium Magazine, “Nearly every British writer of the late eighteenth and early nineteenth centuries either participated in or benefitted from ginned-up book reviews.” The list of puffed up authors includes Mary Wollstonecraft, Walter Scott, and Mary Shelley.