(2010-10-20) Unvarnished Honestly Reputation Management

The Reputation Management site previously known as Un Varnished has rebranded/launched as Honest Ly. It's using FaceBook accounts as a way to enforce a sticky-though-anonymous Digital Identity. Brand-new Facebook accounts are viewed skeptically by the site. Someone who only reviews negatively will also come to Honestly's attention. Someone who reviews wantonly but is never reviewed herself will also draw suspicion. Users can vote others' comments up or town. Reviewers begin as "novices," and eventually gain "trusted" status on the site. That sounds like a smart Company Fuckers design.

Amusing hook: reviewing Meg Whitman and Carly Fiorina.