Online search company taps bloggers, celebrities to endorse product

Online search company taps bloggers, celebrities to endorse product: "By tapping 20 celebrities and bloggers, called High Rollers, to beta test the site and provide a specific search tailored to their interest, founder Dave Pell ensured the launch would be widely talked, and more important, blogged about.
His only requirement was that the bloggers not write about the site until launch, and all complied."