There is a problem in that it would encourage people to provide reviews as a service, and you then have a problem of filtering out who would be a good reviewer,

There is a problem in that it would encourage people to provide reviews as a service, and you then have a problem of filtering out who would be a good reviewer, which might be interpreted as bias. I agree that something needs to be done though. I've been thinking of the similarities between publications and web pages a la page-rank. There are a lot of parallels, not just in content but also with respect to who has contributed and who has helped to review the paper. I've often wondered why Google Scholar doesn't take advantage of this. I do suppose though that there's no money in it. Who wants to see ads in/around their article? There's a viable non-profit model here maybe.