Talking about online reviews by consumers, the need to filter out background noise is a really good point. This is made worse by
fake reviews posted by paid shills. This is not just a problem specific to AV products, but, consumer reviews in general. I try to read as many possible positive and negative reviews, then see if there is a discernible trend.
In context with AV, like most here, I gravitate towards the measurements side of the pro reviews. If there are no measurements, I'll read the article for entertainment value (perfectly lighted high resolution images, picturesque language) and because there may be something (like features or settings) that turn out to be of interest.
I'm one of those compulsive researchers when selecting a product. Then research some more to understand pros and cons before committing money. For example, I read the whole Onkyo NR818 and Denon X4000 threads on AVS and the manuals for both AVRs before buying one. Laborious, but, I knew exactly what I was getting myself into.