Part of the problem with peer feedback is that if somebody asks for your help, and you don't drop everything you're doing and focus strictly on helping them - even if you don't know how to help and all you're doing is sitting next to them watching them point and click aimlessly - they'll remember you as "the guy who didn't help me that time that I needed help". I've learned (the hard way) that in any environment where peer feedback has any place in the review process, if somebody asks you to "look at something" - no matter how inefficient or ineffective your help is, no matter what deadlines you have of your own, no matter how detrimental it is to the work that you're supposed to be doing - you must go to their desk, sit beside them (or kneel, if there aren't any spare chairs) and reason through whatever they're struggling with for the remainder of the day. Not doing this will hurt your performance review more than anything else, including missing deadlines, including delivering broken functionality to customers, and including ignoring customer's needs.