What??? Are Yelp Advertising Partners Faking Yelp Reviews?

Yelp has created an advertising partnership program to collaborate with marketers to convince their clients to advertise on Yelp. The advertising partners apparently get a cut of the proceeds their clients pay Yelp. Should we trust this arrangement?

Small Biz Web Design Studio in Los Angeles says it is a certified Yelp Advertising Partner. However, Small Biz and some of its contractor clients are receiving Yelp Elite reviews from profiles who are also plagiarizing old Tripadvisor reviews posted by other people. Plus, some of the contractor reviewers are posting photos of their projects that appear to be lifted off of real estate listings of other properties. What's going on here?