Is Privista For Real?

Yaron Y. Goland asks: "Yahoo has a story that talks about Privista, a company that reviews your Equifax profile on a weekly basis to warn you of identity theft. Their service is free, they seem to make money by selling access to you in an environment where you control what soliciters know about you. It sounds great, but how much can you really trust Privista? Anyone have any facts about them?"