By reading their white paper and after having visited the Youseeme website, I can tell you guys, this project is something great but it doesn't reveal itself at first glance: it's a Fairtrade 2.0.
It allows small retailers to have the same marketing weapons if not more than the big e-commerce brands or super big retailers to fight in this digital world but in a much more simpler and cheaper way.
In any case, this kind of initiative should be encouraged.