YellowBot is an example of what’s exciting about startups in LA. The company is basically a few friends working out of a small room, taking on the giants.

It was founded by by people who used to work for CitySearch and realized they could do it better. They could keep costs down by having a smaller crew. Their site could provide more business reviews by aggregating content from other sites and blending them with their user’s reviews. And they could keep their site’s ratings honest by refusing to manipulate ratings in favor of advertisers.

I swear by the site, but try it yourself. Here’s a link to one of my favorite lounges on YellowBot.com. Notice how they show show reviews from CitySearch, Yellowpages, and even from me.