If it were a free service without advertising, there aren't many other options. But from the replies below, it looks like they will charge for the service and show ads. Of course, that doesn't preclude the model I mentioned. Whether it's slimy or not is in the eye of the beholder. I'm ok with someone using this data to proactively eliminate ads I don't want. And if I'm getting junk mail at my house it doesn't really matter what name it's addressed to. It may as well be the right one.