I'm assuming browsers will implement this natively, with a default provider, much like they do search engines.
I'm not saying it's necessarily bad.
It is, though, more discoverable than anything preceding it in this space, assuming browsers leverage it. It would likely create a fair amount of churn.
It's more like AR technology existing and allowing consumers to have any review source they choose accessible and popping up live reviews as they walk by businesses (actually, without the actual AR part, mobile virtual assistance like Google Now provide that today based on geolocation, so much it's really something that already exists in physical space extending into cyberspace); but, yes, you control your content, but not what other people say about your content, and not how other people find and share what other people have said about your content.