The thing I wasnt able to gather from the article was how they manage the "marketing" of it. Most indians I know (in india more than outside) start asking "oh so how do we know they are not dodgy"... I have to say that was the first thought that crossed my mind (and I do feel guilty about that)... but something stirred in me (ofcourse I could be wrong)... Would be great to see a TipJar plugin on the site!