Hurts them. They're too out of touch with social media to realize people see right thru that stuff.
And in the 1 or 2 star comments, I can't believe how many EPIC FAILS they've made trying to pose as regular people making ridiculous comments that sound like company suits doing damage control.
Dremel guys: it would be so much more socially acceptable, not to mention palatable, if you'd sign in as "dremel employee 1" (and so on) and then defend the product in a legit way, instead of masquerading as someone else. You'd have so much more credibility.