I think there is a small difference between artisan websites and reviews and merchants websites and reviews. The artisans are just regular people and sometimes not experienced in the business and customer relations side of things and they may sometimes take comments personally which is totally understandable and they react accordingly. With time the skills develop and the skin thickens and it becomes easier - I think. This online social media thing is weird in that there seems to be people who cruise around like sharks looking for blood in the water and then they pounce in the nastiest ways. Very unpleasant and it spoils it for the 99% of people who just want to either discuss or get issues dealt with.
As far as negative reviews, I generally read them if they seem well reasoned because I can tell what they're either liking or disliking and then view it through my own filter and determine if its the sort of problem I might have. When I look at sites like amazon I'm happier if there are a lot of reviews than if there are very few. And its hilarious when people give a great 5 star review but then say in the review that they haven't actually used the product yet. WTF? There is a website, I can't recall the name, that rates the reviews of specific online websites and tells you the likelihood that they're BS or not based on some kind of algorithm that compares the reviews - how many are from different people but in reality written by the same person and so forth. Indeed, what I like about forums like DFS is that we can be reasonably confident that reviews and feedback are sincere.