I quit posting on or trusting Trip Advisor several years ago. Cozumel used to have a very good restaurant, Danube, down just a little ways south of the International Pier. It got several very good reviews on TA, so I decided to try it out, and had an absolutely spectacular meal - excellent service, great food. So I posted a review on TA, and some friends who also had meals there also posted very good reviews. Danube very quickly made it to the top of the recommendations for Cozumel on TA. Then, suddenly, all of the really good reviews for Danube disappeared, including my own and that of my friends, Danube got several terrible reviews, and just as quickly went to the very bottom of the TA list. I tried to find out why, and all I could find out was that someone anonymously reported that the good reviews were nought and paid for by Danube’s owner (not true, at least with respect to my review and others I know of), so TA just deleted them. Danube failed, and Cozumel lost a really good restaurant, all because TA was easy to game.
Frankly, for dive ops, I don’t even trust those reviews on TA that are genuine, simply because there is no way to know just what the diver’s experience level is or what they were looking for in a dive op. Too many reviews that simply said “So and So Dive Op is just the BEST!” with no details at all about just what the reviewer liked. For all I know, it was the reviewer’s first trip to Cozumel, did one day of diving off a cruise ship, and was just thrilled to get underwater. Hardly a valid basis to declare that whoever took him or her was “just the BEST!”