Is this anything other than a massive puff piece/Yelp marketing material? I could only read about how amazing and revolutionary and game-changing Yelp was (and

Is this anything other than a massive puff piece/Yelp marketing material? I could only read about how amazing and revolutionary and game-changing Yelp was (and just how gosh-darn cool this brazen squad of elite tastemakers is [yes, we are referring to Yelp reviewers here]) so many times before giving up on finding an interesting insight. From what I gather, they needed people to participate (because this is a social website, not just 1s and 0s, you see), so they created a community-based incentive program. Groundbreaking.