your sheep analogy is terrific. just... brilliant.

I think PowerReview has an interesting strategy in that, aside of your sheep analogy, they aim for corporate partnerships; they are closer to the "B" in B2C. revvu's strategy, if I'm not mistaken, is much closer to the "C." And in this aspect I would think the "it" for the B-approach and C-approach are different.

A more immediate competitor for you might be epinions.com?