When Moo first launched they were a company called Pleasure Cards. They did real business cards with PEP's (PleasureCard PIN) on them. These linked to an on-line profile. You could use different PEP's do give different levels of access to your contact info. E.g. One for email only and one for home address and phone.

Buy flavours.me sounds very much like Richard is trying to return to his original idea. Moo only became successful once they dropped the Porn-y name and all the on-line profile stuff.