To be honest, they aren't launching a new site, they are "changing" over to a new url. It's just like moving from your home address to another location. The people who move into your house "aren't you" so why should someone else get your credit rating if they are now living in your old house. If someone is lauching a new site, they haven't established credit yet. Would you automatically give them a high credit limit...they need to earn it first? my 2 cents.
I would use this service if I needed to change over an established url to a more suitable name if it became available.