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At the Ultra Light startups event, the Kevo founder described the service as a, "search engine for famous people". From my browsing, it looks like a wikipedia for models and celebrities. The service launched in 2006.
The people on the site are measured using an internal tracking system called "fame". They describe the fame system as, "Fame is an internal rating of the popularity of the profile in relation to other profiles within the system. Fame is on a scale of 1-1000. But fame is not a linear scale, since fame has no bounds… If someone in the system gets disproportionately famous, other profiles will LOSE some fame because they are relatively less famous compared to the most famous person." I assume this means 1000 is the top possible score. As you can see from the sample of some UK model Krystal Forscutt, she has a fame score of 397.
For comparison to the tech celebs they have listed, Steve Jobs has a fame score of 74, Bill Gates 131, Amber MacArthur 102 and Sergey Brin 156.
You can edit the content on each content page – and you can add to their "karma" – not sure what this is exactly but looks like a way for you to vote on the popularity of a celebrity while the Fame score is based on their program. It also appears that when you add content, the higher the karma score for your new content, the more likely the change will become permanent. Sure seems like a lot of work to give free content to a site where they will monetize the heck out of it with advertising.