He makes the point that we now review the reviews we read. At the end of all Amazon's reviews, it says, "Help other customers find the most helpful reviews. Was this review helpful to you?"
Many comment boards ask you to recommend or report abuse for others' comments.
In one of the article's main points, Colin quotes Wired contributor Erik Davis as saying, We've started replacing actual experience with someone else's already digested knowledge."
So I'm not going to summarize Colin's article any further. Go read "Rate This Article: What’s Wrong with the Culture of Critique" yourself. (Don't worry, it's short.)