Low key review sites. What are your thoughts?

[Kezz]

So, I'm mulling over this questions and wanted to ask everyone for their thoughts.

What would be the effect of presenting review sites in a more low key fashion?

We have the well established approach of putting up a really well polished professional looking review site, with really nice graphics and presentation. We know this works as people have proven it over and over again.

I'm thinking though, perhaps there are additional effective ways to approach reviews as well.

What I'm wondering about is putting review sites out in a more toned down fashion, that gives the impression that the site is run by an individual blogger, who happens to like writing reviews. Modest I guess you could say would be a fitting word for what I have in mind.

What do you think? Would a more easy going style convey greater sincerity, and earn more trust from visitors? Would "less is more" work well for the review site technique?