time for web2.5 - where user generated content would really belong to users, ie. sites like Yelp would be replaced by anonymous intelligent (as in search and link/references/reviews rating) P2P style trackers who would return to the reviews searching person the reviews (actually the trackers will return references/links to the user's browsing software which will do actual "fetch" of the reviews' content) which would "belong" to the original reviewers and served from their blogs, personal computers/phones/VPS/"spaces" (and accompanied by review creator's adsense ads if they choose so). The reviewer's reviews and ratings thus wouldn't be spread among different unconnected sites. Instead all user's reviews and ratings would be kept at one place if the user choose so. Ie. the traffic will get driven to the reviewer's "place" in this reviewer centric schema. Think Diaspora (the web2.5) vs. Facebook (web2.0).