[Erik]

Good questions and since I don't have the official answers I'll just have to paraphrase and hope I come close to the right answer. I think the "ethical" part comes from a joint statement that every member says they agree with and operate by.

As far as I know the plan is to allow member's clients to post comments, for good or ill, about the loan officer and issue an overall rating. The comments and ratings will then be available for any borrower to check on. I'm not sure how they will combat things like fake comments and ratings, so I can't answer any questions along those lines but that would be good to know. The integrity of the comments and ratings is key for this organization, IMHO.

So I suppose the short answer to your question is probably that the "ethical" part does come from being a member, being listed on their site, and agreeing to originate by the rules of ethics they publish.