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Looks like competition http://blogs.wsj.com/moneybeat/2014/10/22/cnet-founder-readies-bitreserve-launch-in-bid-to-quell-bitcoin-volatility/
Not really a competitor... they are a bank that allows you to make "deposits" with bitcoin...However, their marketing is based upon "values" and "why" and not purely utility... very good example which we could tweak for our own uses.
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