Its a freaking app. and a stupid one. I have used it on my mobile and believe me who ever is spending money advertising on this sit is wasting their money. Mobile users ignore all ads... I think Yelp is close to 70% mobile users now.
Mobile users ignore ads? Facebook smashed estimates last quarter due to mobile ad revenue ($656 million). With the percentage of internet traffic on mobile phones being 20% and growing, as is the number of actual mobile/internet users, mobile ads seem to be one of Yelp's wise niche choices regarding revenue growth potential, which is probably why they beat revenue estimates and raised revenue guidance for the year also.
You just insulted many millions of busy successful users. But then we all know you're trying to get investors to sell- maybe investors who use this app- so I guess you also just insulted many readers here. I guess that tactic didn't work- try for another idea?