The layout reminds me of the food pyramid -&#62; <a href="http://www.fda.gov/ucm/groups/fdagov-public/documents/image/ucm070186.gif" rel="nofollow">http://www.fda.gov/ucm/groups/fdagov-public/documents/image/...</a> (Not a bad thing!) except the style of the layers is not consistent. Applying some color theory would certainly help.  There seems to be ~9 different fonts on the front page.
As for the concept of the site: the notion of inverting the business model is really neat, I hope it succeeds.