Many years ago I got a call from an architect I never met before. He said he had a customer that needed work based on plans and specifications he had made for them. He told me he was considering several firms to submit bids....
He names several contractors, one at a time, and asking me what I though of each of those firms. I never said a single negative word about any of them. In 1 case I said something like "Yes, I know them. They've been in business for X years doing this type of work. Their main office is located at________, they have access to the scaffold and equipment necessary to do this sort of project..."
About a week later he calls back saying he's inviting 3 contractors and I'm one. He asks if I want to know how he came up with the list. I was thinking 'I don't give a shit, just send me the plans.'
He said he felt he could find out more about a company by asking what their competitors say about them. He told me that all of my competitors spoke highly of us- except one. He asked if I wanted to know who that was and I said no, I can figure it out.
He laughed and said that contractor had absolutely nothing good to say about any of the other contractors but I was the only one who didn't say something negative about him- I only made neutral comments. Yeah, I know that guy. He writes fake, glowing reviews about his company at various places on the Internet.
I was the low bidder and did the job for less than my when I showed the architect we could achieve something without removing and resetting some windows and part of a wall like his drawings indicated.