Epinions is a consumer/product-review online, offering a staggering number of reviews/opinions on books, DVDs, electronic equipment and motor vehicles. It quickly gained a following thanks to two major factors:  its offer to pay individuals to write reviews and  its innovative reputation-based review-filtering system (Epinions calls it the "Web of Trust"). Thoughtful and well-written reviews percolate to the top of trusted lists - and since Epinion's payment to writers is partially based on the number of pageviews, reviewers whose writing reputation are highly-regarded by others are rewarded with a lion's share of epinions' reviewer royalties.
I set up an epinions account back in 1999, but failed to do much with it until recently, when I wrote a review of the 2002 Audi A4.
Given the size of the LJ's user base, I realized there is an excellent opportunity to create some links between LJ and Epinions - and I've created the epinions community to highlight the product reviews written by LJ users on epinions.