Google buying Yelp?

Word on the street is that Google is close to acquiring Yelp, the local people-powered business reviewing site. Rumors of the deal range from 'just chatting' to 'as good as done' (ref: Google it).

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The interest from Google makes sense what with Yelp reviews popping up every time you 'search' for a restaurant or business, not to mention Yelp's budding social network flirtings. And the timing is predictable, as acquisitions are starting to awake from the doldrums. Yelp has also proven to be hungry in the mobile arena which makes sense for the Go-liath and their mobile ambitions.

The real question that many will be asking is what it will mean for Google's adwords advertisers and the general user. It could change the entire pricing models to say the least, but it would no doubt improve the user experience.

Or is this just defensive so that another nonsensically named company doesn't grab this super start-up with a fun quircky 'Y' name?