I usually don't post straight press releases, especially if they've just been sent to our general enquiry email address, but this seems like a genuinely good idea; if they get the implementation right. Of course, the argument can be made that there are already extensions that do this (the Netcraft toolbar), but, in my opinion, the more tools that there are available out there, the better.

"CallingID automatically provides the user with information about the website ownership, including location, and verifies that the owner is a real organization. If the site owner hides its identity the user is immediately warned. If any of the information is suspicious, like a location in an unexpected country, users are advised to rethink their intention to submit personal information or to place an order from that site."