The Times pens a puff piece on the many glories of Yelp, and while it's interesting to see mainstream media praising Jeremy S. and company instead of noting Yelp's long-term sustainability issues, there are some mistruths in the article: "It didn't try to pay for reviews, as some sites have [Ed. note: not true] ... Most people aren't drawn to write a witty review of the scrambled eggs at the local diner simply to get their ego stroked. But enough people find it rewarding to turn Yelp into one of the richest repositories of local reviews on the Web." The last sentence, of course, is also debatable, though as Amy Blair can tell you, it really just depends on your definition of the word "rich." [NYT]
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