We launched the whitelist for the Trusted Download Program today. Launches are the stuff product development is made off. Intense, collaborative, contentious. After months (or years) of discussion about feasibility, modeling, and anticipating market response, the launch is where a company takes a stand. This is what we’ve got. Are you in or out? Fortunately, we have a roster of good companies that are in and a strong team to make sure our program supports them. It’s getting heated … and fun … all over again.

The launch has been well covered:

• Associated Press article on WashingtonPost.com
• iMedia article
• TRUSTe page describing program
• My TRUSTe case study blog entry (thanks Carolyn!)