Pros and cons come pretty easily to me since I already have a strong impression of the product or service except when I write the dreaded 3 star review. The one thing I rarely do is to leave one area blank. I have rarely used a product that had NO cons or NO pros. I think I may have said "none" in the cons area once or twice about something that blew me away but I like to find at least one thing that may possibly be a con (if I am doing a 5 star review) or a pro (if I am doing a 1 star one). I really don't like extremes and find that I trust a review a bit less when a person only talks about  how great or how awful a product is without a little bit of balance.

I do think about the pros and cons because I consider them to be a label for the review but don't spend a lot of time doing so. I spend less time on I AM tags.