Agree on all counts with this comment on Citysearch and bar codes.
Additional thought: astroturf is already endemic in Citysearch. Most people browsing on a phone while waiting outside a restaurant will likely not look at more than the first few posts, encouraging restaurants to plant favorable reviews. What's more, if reviews are negative, restaurants will just take down their sign. At most, this has exactly the same function as a magazine article in the window - I won't read it, if they have it up there it must be favorable, and I'll judge the restaurant based on the credibility of the source.
And Citysearch is exactly as credible as you'd expect an anonymous sponsorship-driven site to be.
