But didn't he do that by writing bad reviews of new books by other fantasy authors? :grr And then IIRC each review said something like "If you want to read a really good fantasy novel, get Blah Blah Blah by Robert Stanek." However, people did figure him out. There was even a short bit about this in Ansible (an SF newsletter you can get via e-mail).Hey, it seems to have worked for Robert Stanek (he of the infamous Ruin Mist books).
The sad thing is that for a while, his books ended up relatively high on the Amazon fantasy best-seller list. FWIW he had fairly high Amazon rankings, higher than some legit authors I knew who had wonderful new books out at that time. g