Good Trader site?

[Squiggle]

Does anyone know if this is a scam [arrived by email]:

The BBC recently featured how the UK's Brownbook.net is helping consumers to find great businesses, avoid rogue traders, and have their chance to speak about the customer service they receive. You can watch the BBC video here: http://news.bbc.co.uk/1/hi/programmes/c ... 318288.stm

Brownbook.net(http://www.brownbook.net/) is the FREE business directory
that ANYONE can edit - that means that you can have your say, find local
businesses and review them, even add photos and videos if you want.
Some businesses really care about the service they give, but often we seem to experience bad service from businesses that just don't care. Aside from telling a few friends about it we can't really make ourselves heard and bad businesses continue to get away with it. Conversely, businesses that give good service don't really get the recognition and commendation they deserve. Brownbook.net is there for us all to have our say.

Brownbook is the UK's first 'peer-produced' online directory service. Based
on the 'anyone-can-instantly-edit' principles pioneered by the online
encyclopedia Wikipedia (http://www.wikipedia.org/), The Brownbook aims to do for local directories what Wikipedia has done for the encyclopedias;
namely, to provide a service that is more complete and more accurate than the existing local directory services; that allows people to have their
say; that anyone can use for free, instantly update, and that lets even the
smallest business promote itself at zero cost.

With over 2.2 million local UK businesses already listed,
http://www.brownbook.net is giving us a platform to be heard all over the
web and a chance to eradicate rogue traders.

Haven't followed the links yet.
Wondered if anyone knows about it.