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"Picking winners" here doesn't mean Yelp is doing the faking themselves.

I just mean that Yelp has chosen to filter and limit in addition to what I'm actually searching. It might be a conversion thing - if I have one really good match it's easier to decide than if they actually show me all 10.

But it means it's really really important to the business now to be that 1 that doesn't get filtered.

And THAT really increases the market for all these fake-review things.



You can have a system that acts like a conspiracy without any conspirators. Just everyone doing their own thing resulting in unwanted consequences.


Negligence




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