I would be highly suspect in relying upon Yelp reviews in the future. I wish this were not true because it just makes it that much more difficult and confusing for customers to locate "real evidence" that is so essential to properly vet products and services.
Yesterday, the blog Eater posted an entry about an alarming Craigslist ad by an unscrupulous business owner attempting to pay for fake Yelp reviews. The good news is that Yelp has pioneered successful strategies in fighting consumer fraud.
Review aggregate website Yelp.com serves over 78 million unique people monthly, who use the site to sift through over 40 million reviews. These are monstrous stats, as the now ubiquitous review system serves as a powerful gateway between consumer and potential new dining experience.