It's not perfect as the company still needs to make money by obtaining some information and selling it. But in return, it offers the CHANCE of revealing fake or scammy sellers especially sellers that have lots of successful sales, but if a problem occurs, then that seller flakes out (eg "treats customer poorly"). Such sellers are hard to spot due to the bad results hidden by the many successful ones. In the end, this tool can still improve especially if it can create a form of "INSTITUTIONAL MEMORY" which is needed in online sales reviews.