This is a clever product/service which allows me to rate websites based on their reliability and truthfulness. If you feel a website is a fraud, you can (using the Chrome add-ons) write a review of why you are dissatisfied. With so little actual policing of content and accuracy on the Internet, it is a useful tool to report blatant lying by website owners, etc., when not much else can be done about it.
If you find someone lying about you, you can also write a review.