Having said that these are quite easy to spot. For example any new plugin with more than 3 positive reviews published within a month indicates that the reviews are most likely left by developers themselves. There are a few notable exceptions but you can use this rule of thumb to weed out the fakes:
1. Many positive reviews and at least one negative
2. Only 5 star reviews within a short period of time i.e. 1-2 days after the plugin is published
3. Only 5 star reviews and a lot of unresolved issues in plugin forum