I love sharing reviews on small, usually family-owned businesses, especially when I am pleasantly surprised and the service there exceeds my expectations. I believe that by doing so I am helping them in a substantial way by creating awareness in others of places, created with lots of passion and love.
This is may be because when I travel I love to discover such places myself. I really prefer small, independently-owned places, be it hotels, restaurants, bakeries, cafes, etc., to the big international chains and rarely share any reviews on such, only rate them.