Part of the attraction was the ability to adopt a more direct style of critical writing. (Case in point: “There are dozens of places in Chelsea to see decent art in favorable installation conditions. Don’t waste your time here.” [From a review of Family Business, April 2013.]) Droitcour says the more he wrote on Yelp, the more these reviews morphed into a process of questioning the role of the critic and the nature of criticism, and a way to get outside of the process of value-creation that most writing about art participates in. “As an art writer, when you write a review at times you feel like it’s just giving the gallery something to publicize, another page in the binder, another line on the CV for the artist. I was just super frustrated with reviews,” Droitcour explains. Yelp reviews, generally speaking, are not included in such binders.