So where does this leave Swoopo? Still evil? Just a little evil? Evil but turning toward the good? I don't know. I do take Hartenbaum at his word about wanting to build a company that's fair and transparent, but I don't think it's there yet. Maybe at some point it will be. Though it might not be called Swoopo. Hartenbaum told me that all the online criticism of Swoopo has done enough damage to the Swoopo brand that the company may change its name.