it seems like they intended to use oink for data gathering: from: http://thenextweb.com/apps/2012/03/14/kevin-roses-milk-shutt...

------------------------- This is an interesting case. It seems like the group designed, built and shipped a pretty slick ratings app all in a bid to gather data. Rather than mine existing databases or pay other companies to license their information, they were able to garner attention via the app launch and gather their own. --------------------

if this is indeed the case, they should have been upfront about it. This is like taking users for a ride. 'Now that we have enough data, we're going to shut this thing down'