They offer a bunch of tools. and they've gotten a lot better at being sensitive to business onwers. Owners can respond to negative reviews, either publiclly or privately. (Later in the story, I talk about a hair salon that has done a really awesome job managing its Yelp reviews by being fanatical about responding.) The difficult issue is that the interests of business owners and those of Yelp will never align perfectly. If they did then Yelp would essentially be useless to its readers. (The tension is similar to how some companies feel about GetSatisfaction.)