Thanks for the reply, Takeshi!

"In general, what Google is looking for is reviews of your product that people have left on your site. "

Interesting.   So even if I were to take a Google review and highlight as an achievement on my site, with a link back to the review on Google, it could be frowned upon?

So in order to implement rish snippets for reviews, as intended by Google, I need to setup a review system on my site?  I find that strange,   Who is monitoring the authenticity of the reviews, Me.. Great... Who is denying all reviews under 4 stars, me.

Seems to me a more ethical practice would be to link to reviews on 3rd party sites.  Sure, I can chose to only link to the positive, but at least its from a 3rd party site  and while there the user can see my other reviews.

"The semantic markup code you wrote above looks fine, just be sure to put a space where you put "itemscopeitemtype" (it should be "itemscope itemtype")"

Thanks, I will make that correction!