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More on topic, this idea isn't really that great. It all depends on how it is implemented and marketed. Something like this might give a self-righteous rider more encouragement. It does seem like it could be useful, merely as a visibility tool, but the pattern that is projected probably has as big an effect on the inflation of the riders sense of importance as it does on the driver's visibility of the rider, and so I'm not sure the 'bike lane' metaphor is the best choice.
Tony isn't losing 10% of his business this way.
At this point in time, Tony certainly isn't losing that much business. In the future, as the current generation of technically aware grow older and begin to make up a higher percentage of the consuming population, the equation changes. Even now a good number of my non-technical friends use the UrbanSpoon iphone app to find dinner-spots and online reviews.
If we set a dumb precedent now, it will have consequences when the internet is large enough to have more of an impact on a small business.
Of course as internet usage swells, the number of reviewers will scale. Perhaps that alone will drown out planted reviews.