On topic, I used Bitrated's automated escrow a few days ago for the first time and I am very satisfied with their service, I recommend this site to everyone and there is no doubt that I will use it again for my future deals.
So basically it is an providing escrow kind of thing ? But I read they are dealing with trust chain of users like user-1 trusts user-2 and user-2 trusts user-3 hence user-1 can trust user-3. I am not sure how they will be implementing as I do this is complete controversial system because as per bitcoin's core concept it was build to have a complete 'trust-less' world.
Adding a layer based on others trust might get broken at any point as human might change time to time.
If you have visited their website, they have a video on the front page that explains how they do it. So let us say, if you bought a camera online from a merchant using Bitcoin and the merchant did not deliver your order, what is your recourse?
The offers a reputation system where merchants can build reputation. If many customers give them a good rating then other customers will find them trustworthy.