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Yelp lets business owners talk back. Dialogue or argument?

The popular online consumer-review website will allow business owners to respond to negative reviews.

Jeremy Stoppelman, CEO of Yelp.com, is expected to open up the consumer-review site and let shop owners fire back.

Bebeto Matthews/AP

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They’ve criticized his coffee – it's “burnt” – and condemned his chai tea – “downright terrible.”

Like many of the small businesses critiqued on Yelp, the increasingly popular online review site, Aziz Benarafa’s Progressive Grounds Coffee Shop has been voiceless in the face of cutting comments from a few unhappy customers.

But soon Mr. Benarafa, and other small-business owners reviewed on the site, will be given a chance to defend themselves against the often harsh criticism from Yelpers, as the cadre of influential reviewers are called.

The move to let businesses respond to review has been met with both applause – mostly from businesses – and some hesitation from loyal Yelpers who fear the consumer site will lose its bite.

More broadly, this could mean that business getting its say is the way of the future for websites that began as grassroots resources for consumers.

“All along we’ve been thinking about the business end because it’s an obvious part of this discussion,” says Stephanie Ichinose, Yelp’s spokeswoman. “We kept hearing that businesses wanted a public way to respond to reviews.”

But, she says, “We are very careful because it could become a shouting match.”

Yelp set out in October 2004 to become the destination for consumers to hear from other consumers about local businesses. As it grew in popularity and influence – about 20 million visitors look up businesses monthly – some scorned businesses began to complain. They wanted a chance to respond to negative reviews or correct the record.

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