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No pagerank on google so i am assuming it is new.
It seems to be a business directory, but customers can vote if a company is "good" or "evil".
The thing i wonder is how will they prevent companies going after their competition and leaving "evil" feedback.
It seems kind of frightning and i did not see how to get a business removed.
A marketing plan based on listing sites and then trying to manipulate site owners with scare tactics in hopes of getting them to email their customers (promoting goodorevil in the process) is tacky, may it be cast out into the legions of other negligible directory/yellow pages.