Thanks for pointing this out to your readers Nick.
It's been apparent to us for some time now that the recommendations from even the "elite" reviewers had little influence in a person's life and what really matters are the opinions of the person's friends and family. In fact, our company (Helpr Inc.)has built the largest social recommendations application on Facebook (DoYa) around this idea. (http://apps.facebook.com/do-ya-know-a)
Whereas most of our competitors are striving to become a destination which houses vast amounts of reviews/recommendations from strangers, we are striving to be the best way to ask for, and share, recommendations amongst friends. We think that this difference is key and it's nice to get another point of validation.