One way to look at this is that Square is responding to the pain points of small business owners (who generally dislike Yelp) even for things not directly payments related.

But another, more cynical, way to view this is that Square has hired a lot of great talent, raised a bunch of cash, and outside of the payments business which is growing and humming, there isn't enough to do there, or they aren't growing fast enough, so they are just doing a bunch of experiments. It's rare that we get to watch a company just iterate through a bunch of different products so publicly / quickly.

I'm not saying it's bad, but it certainly seems to lack some sort of cohesion or focus; unless that cohesion is "help all small businesses."