All they need to do is get a few Cravath people and Stanford Law School profs and grads on their about page. Then it's "judge.me, built by alumni of Cravath and Stanford Law School. A Silicon Valley approach to reducing out of control legal costs."

Another alternative would be to work with an up and coming Valley law firm ultimately gunning for WSGR's business, but willing to start by automating arbitration.

This reputation transfer trick is the key way to bootstrap a new enterprise that needs to establish itself. Get a few of the most farsighted members of the old guard to invest, endorse, join, publicize. That is why Coursera and Udacity are so much more likely to succed than the University of Phoenix: because they have Stanford faculty who defected. All they need are a few defectors.