According to their website, “Rapleaf’s goal is to make it more profitable to be ethical. Rapleaf is the only email-based reputation lookup on the web. We encourage you to lookup people’s Rapleaf reputation before transacting, hiring, or even interacting with them. We also encourage you to endorse your friends and leave feedback on buyers and sellers.”
I still have some questions: You seem to only be able to add profiles that they auto-detect. The demographic information is not editable (my age is slightly off) but they tell me that is coming soon. I think this site would greatly benefit from OpenID support. But so far, an interesting start, at least.