"The yellow pages with customer ratings," is how it's advertised. Interesting idea, and probably most useful for those folks who live in or near larger metropolitan areas.
If you're one of those people who despises Intuit, well, you have something else to hate now, too, because Zipingo somehow has ties to Intuit. Notice the Intuit logo in the top right corner of Zipingo's homepage. Notice the Zipingo hyperlink appearing at the bottom of my Quicken 2005's desktop this morning.
I'm told Zipingo ratings can be integrated with my Quicken accounts, so that I can see how users rate the places I'm already doing business with. Uhhh ... I'm not entirely sold on the usefulness of this feature.
And of course, the smiles behind Zipingo have a blog.
I'll say this: At least they have a catchy name.