And when pictures are of a product not actually being sold in the listing... just yesterday I received a product that was NOT what was in any of the photos on the listing including the listing itself. Argh.

That's the primary way fake reviews happen. The seller gets thousands of sales of a high quality, good product, gets great reviews, pictures etc. and then they bait and switch to a cheaper, lower quality product at the same (or higher, because REVIEWS) price with a bigger margin.

Huge problem over there and Amazon has done nothing to stop it.