+Yelp keeps hiding my brother’s 5 star reviews! Every-time we told SALESMAN NO to advertising, another…

+Yelp keeps hiding my brother's 5 star reviews! Every-time we told SALESMAN NO to advertising, another 5 STAR review was taken down… 
His business is +Jojos Smokeless World which has 21 reviews on FACEBOOK an 12 on GOOGLE+ all are 5 stars for Helping people quit smoking for only $100 so the reviews come in naturally from happy clients who've quit smoking!
It is +Yelp's website to do as they please, but I no longer trust them or their rating system if this is how they alter it… what do you think of YELP?