I just read this article: http://www.nytimes.com/2011/08/20/technology/finding-fake-reviews-online.html?hp It's not surprising, but it's disappointing how much of a business writing fake reviews has become. I would LOVE to have the chance to try to sift through the fake vs. real reviews as mentioned in the article to see how good I was at detecting fake ones. I find myself often reading through reviews on Yelp! or Amazon and discarding them because the tone or vocabulary of the reviewer makes me think they are trying too hard, or I get a gut feeling that they are the type who is either easily impressed or conversley always nit-picky. Maybe I'm being arrogant, but I think I could sniff out a good portion of the fake reviews. And that's why I rarely just look at a product or place and say "Wow, it has 4.5 stars, it must be great!" without reading several reviews in detail first. On the other hand, I've really been trying to use Yelp! to review places I visit so that I can give feedback to others, since I appreciate the feedback I read there and use it often. I also figure that it's an additional way to support the businesses that I like.