That does look very interesting. It's going to take brilliant negotiation skills to blag a free review - especially when PPP will pay you for the priviledge. Some people would sell their soul to the devil to get $5 off PPP and they'd write about absolutely anything, whether they believed it or not, to get the cash. What pathetic individuals indeed.
At first glance it looks like a marketing stunt to get TechCrunch coverage of Sparkmeter (same entrepreneur). The site even says it will self-destruct in the footer...
Pretty cool marketing stunt, huh? A lot easier than actually creating a company good enough to get reviewed, or paying $6000 to get shown in the sidebar!