I don't have a problem with this. I think it can and will be useful. Although, I really believe innovators are missing a huge market for this kind of product (one that is trying to ease a physical buying experience).

And that's the retail/shopping market. If I had it my way, there would be large screens in department stores that displayed ratings and reviews of products congregated from a number of websites.

For instance, take the Nordstrom shoe department. Instead of having shoe displays against the wall, I really think they should have scrolling reviews displayed on sizable screens.

When I walk into a store, I rarely know what's worth my money. And who really thinks a salesperson is the right person to be helping you make a decision (or talking you into a decision...)? And yeah, I could search my phone for product reviews, but that's a hassle.

I just threw these images together, so you can get rough idea of what I mean. BEFORE - http://www.dropmocks.com/mUKVS and AFTER - http://www.dropmocks.com/mUJoj

Sorry to get a little off track here. Best of luck to the E la Carte people!