“When we left, the co-owner and chef, Davide Cerretini, gave me a sticker that said, ‘I gave Botto one star on Yelp.; If I did that, my next pizza would be half price.” Are online ratings of any real value? Many researchers doubt it. Meanwhile, consumers are overwhelmed, and some small business are so frustrated that they’re asking customers to give them lousy reviews to make a point. From the NYT: Online Reviews? Researchers Give Them a Low Rating.