Another issue with Kirkus was that it did not guarantee its review would be positive. Ms. Lorenzana felt she would then be in the position of having spent a bundle just so someone she did not know could insult, belittle or devalue her work. On the Internet, you can usually get someone to do that free.

“You’re taking a chance by putting your writing out there — a huge chance,” she said. “You want validation that it’s not a joke.”

When Ms. Lorenzana found GettingBookReviews.com, $99 seemed reasonable. But the review did not show up as quickly as she expected. She posted a long, angry accusation against Mr. Rutherford and his service on several consumer sites, saying she had received better treatment from a reviewer whom she had hired for $5. (“You could tell that the person had really spent a few minutes checking out the information about my book and getting a feel for it before just diving into writing a meaningless review.”)

Mr. Rutherford refunded her fee, but his problems were just beginning. Google suspended his advertising account, saying it did not approve of ads for favorable reviews. At about the same time, Amazon took down some, though not all, of his reviews. Mr. Rutherford dropped his first name in favor of his middle name, Jason, so that people who searched for him through Google would not automatically see Ms. Lorenzana’s complaints.

These days, Mr. Rutherford is selling R.V.’s in Oklahoma City and planning a comeback in that narrow zone straddling what writers want and what the marketplace considers legitimate. Bowker, the data firm, says that as many as 600,000 self-published titles could appear in 2015, and they all will be needing their share of attention.

Mr. Rutherford tried to start another service, Authors Reviewing Authors — a scratch-my-back-and-I’ll-scratch-yours approach. Authors preferred receiving over giving, however, and that venture failed. Now he is developing a service where, for $99, he blogs and tweets about a book — he has 33,000 Twitter followers — and solicits reviews from bloggers and regular Amazon reviewers. No money is paid to the reviewers, so Google has approved ads for the service.

He says he regrets his venture into what he called “artificially embellished reviews” but argues that the market will take care of the problem of insincere overenthusiasm. “Objective consumers who purchase a book based on positive reviews will end up posting negative reviews if the work is not good,” he said.