Every comparison is a head-to-head matchup between 2 businesses. Rather than rating whether a business is good or bad, you only choose which of the 2 businesses you prefer.
You get points for adding your own relative preferences and for guessing which businesses other people prefer. Accumulate enough points and you can receive rewards from these businesses.
Businesses sponsor the rewards (discounts or free items) to drive new traffic into their stores. Are you a business? Sign up for free and start getting new local customers from Spince.