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Is this just not yet another case of unnecessarily attempting to shoehorn in blockchain technology where it's not really required?

This is basically a freelancing platform that has been overcomplicated by the use of a blockchain and 'smart contracts'.

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Not so - a blockchain or other type of decentralized shared ledger is required for the reputation system to work as it should. Reputation needs to be calculated and verified so that it can exist independently of some sort of gatekeeper or platform (as you are implying).

Tokens on the network also are essential for Colony governance (voting, dispute resolution, dividends/rewards, etc.) - This is why Colony is built on Ethereum.

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