We already know that everyone from Ashton Kutcher to Don Draper, the skillful ad man on "Mad Men", could build a loyal following on Twitter, Facebook, blogs and other social sites. A new company called OpenSky, which opens to the public on Wednesday, lets them turn that into a business by selling things to their friends, fans and followers. "If you look at the power of people brands—authors, celebrities, models, bloggers—they have basically invested in building a brand around their own passion, but there actually was no way for them to build a business," said John Caplan, OpenSky’s founder and chief executive, who was formerly chief executive of Ford Models. "With OpenSky they are able to complete commerce in a very genuine way." Bloggers or Website creators who use OpenSky can suggest that a supplier sell goods through OpenSky, or can pick goods from OpenSky’s group of sellers. Sellers include companies that make custom cupcakes, reusable shopping bags and hand towels. They can set up shops on their sites or simply link to a product. When someone buys it, OpenSky handles the transaction, the supplier ships it and OpenSky and the Website creator split the profit equally. A home decorating blog called Design Share, for example, has been using OpenSky during a test period to sell lamps, dishes and vases on its site. Michael Ruhlman, a cookbook author, sells kitchen supplies on his blog. "Brands benefit by having people trust recommending products," Mr. Caplan said. Since people have fewer close relationships with the owners of small neighborhood stores, who know customers’ names and picked out products themselves, he is trying to recreate that experience online. "I totally believe the world would be a better place if we bought goods from the people we know and who know us," he said. Many other companies let people easily create online shops. People make a living on eBay and Etsy, for example. ShopSense lets bloggers post images of clothes and get a small fee from sellers when readers click and shop. Companies like Volusion sell shopping cart software for Websites to build stores. "OpenSky is different than all of these," Mr. Caplan said. "Its users do not have to store or ship their products—OpenSky and the suppliers take care of all of that for them and the 50 percent revenue share is much larger than the member fees from services like ShopSense," he said. The attitude of the author towards OpenSky is ______.