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Press release 05 Mars 2008 Helps Smart Consumers Make The Right Choices!

Gothenburg, Sweden - Mars 05, 2008. is officially launched today with a new website and under a new domain (formerly The purpose of is to inform consumers about the quality of a variety of products. This is achieved through automatic collection of expert product reviews from more than a thousand Internet publications. This information is processed and overall expert conclusions about the products are presented for consumers.

"There is so much knowledge on the Internet, not least about the quality of products. But for each bit of valuable information, there are thousands of bits of junk", says Fredrik Engdahl, one of the founders of the service. "The big question is; is it possible to extract only the truly valuable information and to sum it up into a reliable median concensus (the wisdom of the experts)? That is the very essence of what we are doing. With the new version of our site, we have refined our technology further and the data quality in our database is better than ever," he adds.

The database holds more than 60.000 products, sorted into about 200 categories. Reviews are collected from all over the world, in six languages. The review conclusions consist of; average scores, Good, Bad and Bottomline conclusions, and editorial awards.

Says Engdahl: "In addition to a number of modernizations, for instance an ajax live search function, the most important novelty, is the new user system. We have made it fun and simple for our visitors to submit their opinions in a format that makes the opinions useful to other consumers. ”Social shopping” was one of the big IT buzz words last year. Our mission is to convert this into something useful for consumers."

The service is also relaunched in Sweden today (at During this spring the service will be launched in ten new countries.

"To become a major global contender within our field, before this year’s end is one of our primary goals," says Engdahl.

About was founded in 2005 and is developed and owned by Swedes Peter Kolqvist and Fredrik Engdahl. The service has been developed and is run with open source software. is independent from manufacturers, review publications and merchants.

For more information and interviews, please contact Fredrik Engdahl at:
+31 (0) 30 7114700