It only seems to allow you to share links at this time, not register your product.
They have all this initial buzz (which is not guaranteed, ever) and it's totally wasted. I signed up as a user and I can't even use the product because it doesn't do what it's supposed to, there aren't any rewards, as you've pointed out businesses can't sign up... seems silly to me. If you're going to launch like this you need to be constantly working, I made a suggestion in the last thread (a simple ui change that would make the product at least usable for me) and it hasn't been done, it's a product I want to use but can't. In it's current form it's just a glorified URL shortener with the promise that in the future we'll get rewards, that's it. I feel like I'm being overly negative but the poor execution really rubs me the wrong way because this idea has a lot of potential.
Also how many middlemans can you have in a transaction? You got the affiliate network. You got Viglink, You got the person who referred the customer. Then Referly finally gets whatever is left.
When launching a company/service/product the most difficult part for me has been creating something that people actually want to pay for and reaching those people. Launching barebones and selling the vision proves that the product is worthy first.