I can't tell if your comment is intended to be a counterargument (it seems to read that way) but you're actually agreeing with the point I was making:

Personally speaking re-branded products doesn't really bother me however the way reviews are abused does.

I think your link is a little disingenuous in the way it's worded too because I don't think Amazon actually remove or alter any reviews themselves. What I think happens is sellers contact customers and ask them to remove bad reviews in favour of a refund (or whatever). At least that was how negative reviews used to be purged a few years back. Of course you could still argue that Amazon should take a more proactive stance to customer bribery (just as Amazon should against fake reviews too) but I'm just directly addressing the phrasing "Amazon has altered or removed reviews" as seen in your citation.