He was asked to pay for advertising. He wasn't happy with previous dealings with yelp, so he declined. Then, all of the positive reviews that were on the site

He was asked to pay for advertising. He wasn't happy with previous dealings with yelp, so he declined. Then, all of the positive reviews that were on the site mysteriously disappeared. One plausible explanation is that all of the positive reviewers removed their responses. Another one is that all of the positive reviewers weren't real. But a third explanation is that they were removed precisely because he chose not to pay for advertising. And in the business owner's mind, that is what happened.