A search for "Japanese restaurant," for example,
would yield results that were rated positively or negatively by your friends, by their friends (people two degrees away from you), and by other Loladex users. "It is a more refined Yelp, in that
people you know have more influence on results than people you don't," says Erick Schonfeld.
Leesberg, Virg.-based Loladex was founded by Laurence Hooper and Dan Goodman, two former AOL employees.