As these kinds of issues continue to bring into question the reputation of (mostly) anonymous review sites, the reliance on reviews from your social graph (I.E. folks you presumably know & trust) could continue to rise, particularly if the search engines remain unable to differentiate between the spammers and legit reviewers.
No wonder Google proactively sought out that kid who worked on the paper.
Yelp has had this for a while: when you visit a business page, the first reviews they show you are ones from your friends, if available. It's a good way to make sure you're not seeing spam reviews right off the bat, but it does rely on you actually engaging with Yelp's social features.
No wonder Google proactively sought out that kid who worked on the paper.