I've seen that before twice: in both cases, it meant that it steps on someone's or some group's ego or politics, and then there's no small brigade of internet trolls sent out to deliver Amazon justice.
I gave a one-star review to Sarah Lacy's book on Web 2.0. It wasn't politics as much as truly shoddy journalism. She attributed thoughts and opinions to me without actually asking what I thought on the subject (she was basically fed info from digg PR). My negative review probably looked like a PR thing, when in fact it was a personal reaction to plain old shoddy work.
I've never seen that in fiction, though.