Last fall, a small Italian restaurant just across the bay from San Francisco decided that it had had enough of Yelp's famously aggressive sales tactics.

In exchange for one-star reviews on Yelp, Bistro Botto, in Richmond, California, began offering 25 percent off any pizza back in September 2014. As of Thursday, that discount has gone up to 50 percent off any pizza. (The most expensive pizza on the menu is a large meat-laden Supercazzola, at $35.)

According to a customer newsletter sent to Ars on Thursday, the extra discount is retaliation for a September 2014 ruling in US Court of Appeals for the 9th Circuit finding that Yelp's tactics were just "hard bargaining."

"The business owners may deem the posting or order of user reviews as a threat of economic harm, but it is not unlawful for Yelp to post and sequence the reviews," Judge Marsha Berzon wrote for the three-judge panel. "As Yelp has the right to charge for legitimate advertising services, the threat of economic harm that Yelp leveraged is, at most, hard bargaining."

Earlier this month, Yelp announced that the Federal Trade Commission has concluded an almost year-long investigation into the site's practices and decided to take no action.

In response, Botto Bistro writes:

So let's hard bargain a little ourselves...if Yelp can manipulate reviews of small businesses to sell ads, so can small businesses manipulate ratings to stick it to the man. Oh yes, this is going to be a fun ride that you don't want to miss. …

Give us a one star review on Yelp and we'll give you 50% off any pizza. We at Botto would do anything for a one star review, we walk your dog, we wash your car, we water your garden, we buy you groceries and we pay your rent and we take you to Disneyland. Hate us on Yelp and we will love you!

Yelp did not immediately respond to Ars' request for comment.

According to Botto Bistro screenshots, Yelp has removed over 2,000 one-star reviews (including one by this reporter, who paid full price last year).