Obviously start-ups pivot all the time, but Oink entered a crowded space of ratings and reviews. While they got the 150,000 sign-ups it was mostly due to the fact that it was Kevin Rose. I think they realized it would be hard to be real profitable quickly and that people may not want to review items inside places. I think all you need is a review of the business.

Plus, its not like Rose cant just move on anyways. He's got plenty of $$ and connections to fund his next venture.