I look forward to my first review.
Good, bad or other.
I think you have both brought up good points. By the time that I'm done playtesting my design and finally get it uploaded, I will be ready to let it go. The only thing that would hurt is if nobody ever mentioned it at all...
As for format and what-not, I think the FRUA reviews offer a good model. But, if the reviewer is clear in her writing and explanation of rating system (if used), I think anything goes.
A bigger concern for me will be where said reviews will be hosted.
-manikus