Now, after an extended leave from campus to pursue the project as an entrepreneur, O'Rourke and his colleagues have publicly launched GoodGuide.com.
"I think there's a burgeoning awareness that there is a global supply chain behind a product," Dara O'Rourke, GoodGuide's founder and a Berkeley professor, told Wired.com. "People are seeing that there are real costs to these everyday low prices. The question is, can we deliver this information in a way that is simple and easy and helps people make decisions?"
Video: Goodguide helps knowledge of products
GoodGuide Launches to Shine a Light on Products