Authentic they do look, and my neighbour got suckered in. He found a roofer on their recommendation than may be less than legit. As with all things internet, it is buyer beware.
Even a cursory search for “homestars scam” on Google search shows a lot of mixed comments. it seems like contractors pay $150/month to Homestars and they get favourable reviews. When I say “favourable” I mean really stupendous reviews. This is what tweaked my curiosity. When reviews are gushing over a roofer’s services, I am a little suspicious. Site over site on Google have complaints about Homestars. If you are looking for a contractor in Canada, please use other means than Homestars. You may be scammed by their fake reviews.