Neat idea! We recently stumbled upon the store information in OpenStreetMap and have been trying to decide what we want to with it. I think there are several interesting possibilities, but I'm mulling over whether they might be commercially viable.

You might get some more feedback if you don't require registration to test out your platform (I personally am not thrilled about creating yet another account just to try something out). A compromise would be to allow users to enter the query, and only see say, the top three results. In order to see the rest, users could be required to register. That way, people can test out the flow of the service before deciding whether to give you their email addresses.

I personally think your previous language of "bait" and such was cute. You have a pond theme, and you could commit to it further by having graphics like "fishing expedition" or a net to represent the catch. I'm not a marketer, so it's quite possible that manigandham is right. Nevertheless, I suspect that a single data point should not be enough to change your theming either way.

Hope that helps!