Are reviewers biased towards equipment they own?

I recently raised a similar question on another discussion board after reading a review of an amplifier, and then noticing the reviewer owned several products by the manufacturer.

It seems possible, and perhaps likely that a reviewer who owns products by manufacturer X is apt to give a favorable review to a new product by manufacturer X. I'm not suggesting this is intentional or collusional, but simply a natural inclination of the reviewer to prefer manufacturer X's products, and therefore to write a positive review.

That's why it's so important to carefully read a reviewer's associated equipment list. It may provide clues to the reviewer's listening preferences. For example, one might not give the same weight to a review of a tube amplifier by a reviewer who owns solid state gear, and vice versa. This isn't to suggest the review is less valid, but merely to suggest the reviewer's preference in amplification might not be in line with the reader's preferences.

When it comes to anybody else's opinion things must be put in perspective. Even something that one person doesn't care for or that didn't work out in a certain system doesn't mean it can't be the same piece that sounds great in your system. Reviews are merely rough guides.

I take every review that I read with a heavy dose of salt. IMO reviews should be read to look at the specs not provided by the manufacturer, if any are provided. I don't and never would buy something off someone else's opinion. My ears make the decision for me. What someone else thinks about the equipment I own is irrelevant to me. Why people get upset at other people bashing the equipment they own, I’ll never know.