JD Power baloney

Every time I see or hear an ad that features the line "According to JD Power and Associates" my mind immediately tunes out because I only expect complete marketing bullshit.

So how does that JD Power endorsement stuff actually work? Let's say you have a product that no one wants such as GM, Ford and Chrysler cars and trucks, then you call the good folks at JD Power up and based on how much money you are willing or able to pay them they give you a nice review and glass award?

Along those lines, Oreck vacuum cleaners would be a great JD Power project. :-)