Yes, I wasn't concerned about the "paying for reviews" angle since it appears to be set up that AFTER a resident makes a good review, they are then prompted for a way to push it forward to another venue. I was thinking about other pitfalls, such as: (1) people posting near-nothing minor reviews just to collect points and get gift cards etc. and (2) what are the odds it has no effect on generating reviews?
While I appreciate the honesty of letting reviews come in as they will, and responding to the negative ones, the stakes are much higher now. With Google's changeover in search engine rankings in April, reviews will become more powerful than ever. A handful of revenge-seekers can tip the boat with reviews.
Some customers don't take the time to read reviews and only look at "rankings." I am one of them! If I am on Yelp looking at restaurants and see that the restaurant I'm seeking has only 2 stars out of 5, I move right on--though if I read more thoroughly, I might see that there are only TWO reviews that gave it that ranking, from a disgrunted couple!