In a few words, this is the beginning of change for the internet as a trustworthy place. Trustworthy in the sense that if this becomes a ubiquitous technology I don’t have to worry as much about trusting companies or technologies that are new. This would make the internet more secure, hopefully.
The essential idea of Outfoxed is that people make decisions based primarily on a few people whom they trust. The average person has a set of experts whom they consult in designated areas: the computer expert, the car expert, the fashion expert, the financial expert. If the opinions of these experts can be collected, they are incredibly useful: it is this metadata (data about other data) that gives the most intelligent filtering and sorting of the information on the internet.
For example, Outfoxed lets my Mom know that I think it’s okay for her to install the Flash plugin, but that she should not install anything from Claria. That’s pretty good, but it gets better. The real power comes from chaining trust: Outfoxed also lets my Mom know that PC Pitstop, a company that I trust, has reported that Orbitz advertises via spyware. So if she ends up on an Orbitz page, or if Orbitz page is returned in a search result, she will know to think twice about doing business there.
Link: www.getoutfoxed.com (Mac/Linux versions coming soon)