(Very much tangential at this point, so I'll put my theory that Justin G, far from being a shill, is actually a superhero in parentheses. Consider: He's very secretive. He reviews businesses without leaving behind a trace of his true identity. He doesn't respond to queries from the Tribune. And look at his profile: He wears a cape. A cape! Also, his reviews are annoyingly sincere. And as for his name, clearly Justin G is justing the world one review at a time. Yes, verbing weirds language, but if you can justly right the world, why not rightly just it too?)
http://www.yelp.com/user_details?userid=z25c9TyWY1TdVEGxkj34...
Besides, an issue with such systems being used to determine merit is this... Which is worse, having a bunch of people who consume the content you created and not give a ditt or people connecting with it and disagreeing and marking a downvote