. >> luther lowe is in charge of yelp's review site.ghly influential. ♪ >> yelp has been the focal point of criticism from business owners who have taken issue with the reviews process. the site uses complex algorithms to weed out reviews that may be illegitimate or excessively nasty, but concerns persist about competitors posting negative comments. >> it goes on in the restaurant business all the time. it's very unprofessional. i can't see why somebody would want to put somebody else out of business. >> we've done some studies that have found in certain instances business listings that have only perfect, glowing reviews will actually receive less eyeball traffic than businesses that have a couple of negative reviews. >> ultimately, these business owners know that this new form of word-of-mouth is here to stay. >> so it's something either you can embrace or you can kind of sink or swim. >> i think it's all an opportunity, even though maybe when you read it, when you find that person and say, what are you doing, how could you do this? th