It sure looks beautiful, but while the visuals are entertaining, you have to wait all of that time for the main page to load and once it does, there is only one interaction left available for the user and it takes you to a completely different page-layout. Once all of that process is done, only then does the website start to portray its purpose. From here on out much of it is explained by video, which gives very little user interaction and freedom throughout.
For a site built to combat fraud and guide users towards more credible sellers, it's not very efficient at all at guiding the user, instead it drags the user along. Instead of creating a bond of trust with the user through friendly user interface--which should in principle be its main goal--instead it creates a feeling of uncertainty. Not because of complexity, but because it takes the control away from the user through numerous loading screens and minute long video explanations about what the site is all about in the first place. This makes the user uncertain at times about what he can and cannot interact with--which in reality happens to be very little--and the little interaction that is offered here takes the user straight towards a completely different page, which made me question the reason for the site's creation in the first place--for anything other than a brief representation of impressive flashy visuals.
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