In the long run, I'm a lot more likely to believe ratings which are generated passively (through one's actions) vs. through conscious effort. Humans are unreliable self-reporters, and in a lot of cases have commercial or other bias. Plus, there are lots of BS Yelp reviews, like "I am giving this place 1 star because the server looks like my ex-boyfriend who cheated on me".<p>On the other hand, just tracking where I check in on foursquare will be kind of boring. Office, restaurants near the office (which kind of suck, compared to places even a few blocks away), airports, etc. I hope they have some kind of interesting filtering to solve that.<p>What I'd really like is something built on my actual purchasing history, deeper into the venue than just presence. Knowing that I always get a double double or 4x4 at innout is a pretty valid endorsement. Knowing that whenever I go to Apple stores, I buy Applecare for the products, also useful. It's useful (blinded, statistically) to other people, and presumably could be useful from a loyalty perspective, or just for personal purchase tracking, to me. (I kind of use my Amazon purchasing history like that, now. i.e. "what printer do I have in the office, so I know what toner to buy, when I'm not at the office to check".)<p>A payment provider (Amex for me, or maybe Square someday) is probably in the best position to do this, actually.