Yelp isn't the only user-review Web site wrestling with the conflict between the truth as consumers see it and the image advertisers and other commercial clients want to convey. While looking for a job, I came upon this, from Expedia, the travel-booking Web site that I've been using for more than 10 years (emphases are mine):
Content Editor: User-Generated Content
Company: Expedia, Inc.
Location: US - WA - Bellevue
Functional Area: Hotel/Hospitality
Employment Type: Full-Time Regular
Content Editors contribute to this team by handling escalated cases for reviews, communicating to various teams about reviews, providing daily/weekly/monthly/ad hoc reporting, and resolving change requests (cases) submitted by hotels and internal customers. Cases range from simple (review removal) to very complex requests (brand reporting). Content Editors work closely with market managers, hotel partners, international content teams, star ratings teams, retail POS contacts, and customer operations teams.