On mobile, what are the core apps? It's basically messaging, mapping and review data.

Where folks like Google have fallen down is in just putting a little review box up, then closing their eyes and letting the algorithm take care of itself. Yelp is a technology company, but also a company that understands how people want to connect with one another.

When Yelp first took off, our rankings on Google would fluctuate wildly.

As a kid, I harbored this fantasy of starting a company. I looked at the entrepreneur column in Forbes. I looked at it every month and thought, 'I want to be that guy.'

There is this cat and mouse game that plays out over time where our team comes up with new and interesting ideas to identify content that we shouldn't recommend, and over time people are constantly probing that, trying to figure out how can they get around that and get a better reputation on Yelp.

Consumers are empowered by Yelp and tools like it: before, when they had a bad experience, they didn't have much recourse. They could fume, but often nothing else other than tell their friends.