Sounds very interesting, I read the white paper. I've been using Etsy as a market place to sell my handmade goods for a while. It's a nice service they provide but I guess it can be made way better.
It's very true indeed that there's a lot of value in users who rate products. The reviews of the customers is what builds the trust, is what I experienced myself. And they give a nice boost of confidence to the seller if it's a good one!