Comparison engine FindtheBest, the startup launched by DoubleClick co-founder Kevin O’Connor (see our story here), has found itself the recipient of some VC funding. The Kleiner Perkins Caufield & Byers sFund is parting with an undisclosed sum out of its new $250 million initiative, designated for investment in entrepreneurs inventing social applications and services, to the site that hopes to be the go-to center of objective comparisons, from e-readers to smart phones to, yup, VCs, too.

So, what’s social about an objective comparison engine? There’s what’s there now – and what may be there in the future, courtesy of leveraging protocols such as Facebook’s Open Graph. “Social can be a pretty amorphous word,” O’Connor says. The comparison engine works on the human-curated principle, with FindtheBest staffers getting the data about the objects of comparison and then organizations themselves being able to come in and add or update the information, O’Connor says. “We want people to add great objective information,” maybe when a ski lodge has added three new runs to its trails, for instance,” he says. Its internal checks and balances come in for the more subjective – and social – aspects, to keep out those looking to game the system. For instance, contributors have to be registered to share their experiences of products and services, and those that come across as really slanted are axed by the curators before going through. “And we do allow the crowd to move those reviews up or down, so over time, if even something [questionable] gets through, it gets pushed through to the bottom,” he says.
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