Looks like Google won't be paying $550 million to buy Yelp after all, according to numerous reports. And get this: it was Yelp co-founder Jeremy Stoppelman who called off the deal, not the other way around. Some in the tech press think a Google rival quietly approached Stoppelman and offered him a strategic partnership of some sort that allowed him to keep Yelp independent. CNet reporter Caroline McCarthy wonders if Yelp ultimately realized that for all Google's talent, it's never really gotten social media. And Yelp's execs just didn't want to see their baby get the Knol treatment.