Good article. I like the concept of Google setting a trap, although if this is in their mindset it is probably more akin to their Google+ strategy. If they can make SEOs take schema.org
seriously (& G+, of course) then they can get it implemented on a lot of sites, leading to 'the web of things.'
If improved CTR from ratings snippets can get the ball rolling, they can always drop that snippet from showing in the SERPs if they think it's being abused, but only once schema.org
has started to be adopted. So I think I agree with +Paul Gailey Alburquerque
are we in agreement that outing individual sites that are playing fast and loose is sufficiently gentlemanly? (but not the offending agency).
I hope I'm never in the situation where I need a payday loan, and if I am I can't imagine a 1200% APR would encourage me to give a 5 star rating...