Here at ReadWriteStart, we've mentioned the importance of credibility as an entrepreneur when meeting with venture capitalists and potential investors, but it is also important to carry that credibility forward into your company as you interface with customers. Amid rumors that it was extorting businesses by offering to de-emphasize negative reviews in return for adverting purchases, social review site Yelp announced Monday that it would be "lifting the veil" on its review system and removing controversial features in hopes of securing customer trust.

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Now when users visit a business' Yelp profile, they can choose to look over the reviews the filter has automatically reviewed by clicking a link near the bottom of the page near the pagination links (not exactly the easiest feature to find, I had to search for "filter" to find it). Yelp has put a CAPTCHA pop-up between the profile and the filtered results to keep robots from crawling the filtered data. Perhaps this is an attempt to prevent them from figuring out how to game the system.

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http://www.readwriteweb.com/start/2010/04/lessons-from-yelps-ordeal-reta.php