I found this a couple of weeks ago, thought it was quite interesting. The name I thought was actually quite clever. I think it's a bit of a weak attempt at trying to save the world though and make profit. It's a step in the right direction I think but its a just small and temporary measure to try a fix a problem that is huge. If 2.6 billion people will use it I guess it's a good move and definitely needs positive feedback. check the website...
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