Some members of the web's PR community are busy discussing the story about Reverb Communications use of interns to write reviews in the App Store for their clients. Yes, people are actually discussing the story as if it's a controversy.
Companies hire Reverb to get their iPhone apps in the spotlight. Reverb uses legal, non-advertising techniques to create value for its clients. Some of that value is delivered via App reviews from interns and others who work for the firm. No surprise or shock there. If an App developer hires a PR firm to get its app attention and buzz, the app better have some positive reviews out-of-the-gate. Naturally, amateurs, folks outside the industry and other people who hadn't thought of the idea are now lining up to cry, "foul."
However, Reverb's job it to keep its clients happy. Apparently, it's doing that job pretty well. As long as they're operating wholly within the bounds of the law and the terms of service for the AppStore, and their clients are happy, nothing else matters.