You can see that I'm doing what Facebook Grader asked not to do. I'm telling you about it.
In my defense; it's already too late. The world knows about it. Here's the danger of a soft launch - a blog capable of driving server crushing amounts of traffic might also mention you. Enter TechCrunch.
I think HubSpot are doing great things with their own brand awareness through Grader.
I might worry how the service makes money but I will say there is a HUGE advantage in owning the metrics by which you calculate success. I wonder if any agencies are actively engaged in improving a site, Twitter or Facebook profile on Grader.