I have to say that is the most stupid website I have seen in years. You can go on it and put in rating after rating after rating, so anyone whose business is featured there could bump up their rating in a few minutes if they wanted to. Alternatively a competitor could drive it down!
To test this, I have just in a couple of minutes, put this site down to a dismal 3.25 out of 10 (sorry Chris!) and then in a couple of minutes more put it back up to 8 out of 10!
And the main sponsor, Bulgarian books is just a direct link to some books selected of Amazon UK, which will get someone a small reward for the 'clickthrough'.