Varolo

This is an interesting site, and good idea. 

The problem with it, tho is that the concept needs a big push, either a television ad campaign, or a big name behind it, some really big branding, to attract a huge audience to the site, to make it work. If Yahoo! did a site, or Pepsi , or one of the networks ... the problem here is that if they did put their name on it, they are inadvertently locked into their *own* brand and can't be a general site without people suspecting or mistrusting that they aren't in it for their own means or purposes. Is there a brand name, sizable, big, that isn't tied to a specific product?  Something that is so big it will pull in a huge audience, yet not make them think of a particular product?  Find that and you've got the perfect name and high visibility to pull in people to transform advertising.

Again, this is a good concept. It may or will just get dwarfed once something bigger comes in and capitalizes on the idea. 

Maybe if Bing ran a system like this ...