Studies show going from zero reviews to one review with 4.2 stars or better improves conversion rates (sales) by 20 percent. (Source)
The folks at moosejaw.com probably know this, which is why they reward first reviews–
Neuromarketing is powerful. If used inappropriately it can be used to manipulate buyers.
As marketers, our job is to influence shoppers to buy our product or service. But using misinformation is out of the question. The buyer has to be at a level playing field. Information asymmetry (where the marketer knows a lot more than the buyer) is a problem.
As an agency, we reserve the right to choose who we work with (and you have the same right when hiring us).