Everyone showing up in Sponsored Results has impeccable 5 star only reviews. There's also a review removal system in place at Yelp to have negative reviews purged.
It seems like a conflict of interest to allow businesses to pay to be featured, and also have a way to remove reviews, since Yelp would be motivated to remove negative reviews for members who pay to have their business featured as Sponsored Results.
It's hard to tell when choosing an important specialist if the reviews are legitimate or not, since there's a high correlation of perfect review score and showing up in Sponsored Results.
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