Thx. I'm actually very sensitive to ethical issues and was constantly evaluating them. When we got our first complaint (for lack of understanding what the site did) we actually took down the entire site for a while and looked everything over from a user's perspective from top to bottom. At that point, we added even more explanations and such. So I really do believe everything was crystal clear.

As for dummy pages, this was not business related. I had just put up random stuff for the fun of it to see what would happen. This wasn't explained in the interview (I think), but when we got going as a business we replaced those pages with our real database. So we were exposing our entire database, for free, without having to sign up at all.

Also, wrt to the email addresses. This wasn't in the interview either, but if you didn't enter the addresses, you'd get a skip link within 30 minutes to get into the site without having to do that. Also, our free unlock and upload address book features were never forced. People did those completely on their own, and as I mentioned in the interview, the upload address book had really no incentives along with it.