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.
You can tune a piano, but you can't tuna fish. You can tune a filesystem, but you can't tuna fish. -- from the tunefs(8) man page