It is quite evidently a scam.
KilbosJ, do you not think it's incredible that an NDA video of Rippln is not only available on youtube, but is openly hosted by them
This is their longer video. The whole thing is worth a look, it's classic scam tv, but http://www.youtube.com/watch?v=JIJ9gemxxD8
. Watch that. It's a better diagram of a pyramid scheme than you'll find on wikipedia.
The idea of the app is you promote a product of some sort, and it 'ripples' to your circle. Who then choose to rerippl it. So on and so forth.
The app logs signups and uses of whatever you've promoted and attributes all rippled takeup of the app to you.
The only problem is you don't get a penny unless you're a "Ripple player" (4:12 into the video).
This will presumably cost money.
So in short, the one thing Rippln's owners can guarantee is a lot of idiots with dollar signs in their eyes are going to get a lot of their similarly greedy friends to do the same. From there rippln users will spam eachother relentlessly hoping to score big bucks, which I'm guessing will only materialise for the innermost of the innermost circle.
What do you call a scheme like that? A pyramid scheme. What do you call one that's been fiddled with to be legal? An MLM scheme.
Oh, and the guy who created rippln? A big hotshot in the 'make $$$ working at home / MLM'
It's a scam. It'll make the guy who created it and a few users a bit of money by turning spamming from an automated service to a user-generated one, but that's it.
Edit: P.S you said "When it launches it'll be under scrutiny".
I'll bet it'll never "launch" fully. It'll keep a secret gloss over it because if it ever hard launches it'll be clear there's nothing more to it. SO long as it's in 'invite mode' every smuck who signs up for it thinks they're part of the 'inner circle' and thus stand to make money.