Yelp has a unique review system that we have said will be the future of legitimizing reviews and reputation. Today we saw potential drawback or proof it works.
Adam Murphy and his team did the piece and I responded via email;
Hi Adam
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This is a big deal these days. People expect to get ahead the easier way by either paying for it, or doing it themselves. It's ideal to get legitimate reviews. Especially in this day and age, it's quite easy to tell what is real and what isn't. I've seen Yelp pages where reviewers say nearly identical things. "Oh this shop is great" "Yes, this shop is great" etc. I'm sure you get what I'm saying.
With that being said, as long as they get reviews from other sources and not the same source all the time, things should be perfectly fine.