Its incredible how hard the sharks are trying to discredit this guy. I recall reading about Gravity on marketwatch several months ago, comments were full of expletives and certainty that the company would go bankrupt. Dumbasses.<p>The benefits are obvious to anyone with half a brain - significantly better retention, a large pool of motivated applicants to choose from, and more companies doing business with them (mostly based on the ethics &quot;brand&quot;). The guy got first mover advantage here. Good for him.