I'm not seeing the problem here. It's nothing new. Oh, sure, the fact that it's a website might be new but there are companies that sell this service (reporting malicious comments, bad press, etc) all the time - some even advertise on XM Radio.

"Rat people out"? Since when it saying "Hey, this person is saying [whatever] about you" "ratting out"? Oh, if you MAKING IT UP, that's a different story but shouldn't people be unafraid to stand behind their words when it comes to a public figure?