Guy Kawasaki’s secret (well, until recently) startup Truemors has just launched. And, while I don’t want to be too hard on it, it’s just another RSVC site - a Digg or Reddit clone, if you will.

Instead of stories, visitors post rumors, which can be voted up or down, like on Reddit. Voting and posting is currently anonymous, and not even a registration is required (this will surely have to change, as people will post spam all the time). The site is divided into a wide array of categories, but the main thread is rumors: you post something you’ve heard and think to be true, and people react to it; ideally, only the truth comes up on top in the end.

*update: the page is already overrun with spam. What were they thinking, having a service like this and allow anonymous posting?

Now, this is a nice little project - there’s absolutely nothing wrong with it, and that’s why I said i don’t want to be hard on it. However, it brings very little novelty to the table: I can replicate all its functionality with Pligg in a matter of hours. The only thing that’s new about it is the ability for people to post via text messages and phone, which goes well with the main idea of the site: you see something cool at a party or on the street, and you post it immediately. But, based on my experience with literally hundreds of Digg clones I’ve seen, this might not be enough.

We’ll see if Guy Kawasaki’s charisma will be enough to gather a community around Truemors; if it is, then this will be a fun site to visit. If not, it’ll end just like many other Digg and Reddit clones: empty.