Product transparency was a popular theme in the twelfth and last session of TechCrunch50, Research and Recommendations , with two companies in particular helping consumers make better purchasing decisions. The first, GoodGuide , was met with unanimous acclaim from the expert panel for its efforts to inform consumers of the social, environmental and health "goodness" of personal care products and the companies that produce them. The GoodGuide founders claim that 60 million Americans wish they had more information available to them about the products they buy. So they put together a team of scientists and technologists, and compiled product information from hundreds of sources, that could be used to shed light on the lesser known aspects of products and how they're made.