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17, 2011; 11:00 am MST
ECat.com Launched by N. Europe Licensee
ECat.com has launched "in association with Andrea Rossi" as
his licensee in Northern Europe, though the site is worded as being the global
mouthpiece for the ECat. The professionally rendered site is mostly excellent,
though there are weaknesses. The once-official, Leonardo-ECat.com, will remain
PES Network has a business relationship with Andrea Rossi.
Pure Energy Systems News
The mystery of who owns ECat.com has been unveiled, with the site launch yesterday boasting: "In Association with Andrea Rossi."
I phoned Rossi to ask him about this, and he didn't know about the website, and said he would go take a look, but that he thought it probably was the North European License group.
This was confirmed soon thereafter on Rossi's forum, where he said: "It is the website of our North Europe commercial Branch." And he wrote to me: "The Swedish are commercial licensees of us and they have made a website that they deem useful for their work, it is OK to me. Now I have to work on the real stuff (reactors)."
The site is professionally laid out, and its content is quite good. Their logo design is
brilliant, integrating the "e" and "c" into a fusion-like
The downside to their text depiction is that they write "ECAT"
everywhere in their site in all caps, as if it is an acronym, which it is not.
It is short for "energy catalyzer." Hence, the better, more accurate
designation is E-Cat or ECat. I'm guessing their graphic artist did it in all
caps to give space for the underlying slogan text: "COLD FUSION
REVOLUTION", which is excellent, having brevity and the assonance/rhyme
aspects going for it.
Broadening their Mandate
Though they are licensed only for N. Europe, the wording on the site poses as the global representative on behalf of Andrea Rossi, with a contact form pulling up on each page with the statement: "Yes, I agree this Information is sent to Andrea Rossi, Leonardo Corporation and I am aware this is a Non-Binding Waiting List."
And on their "Where can I get an ECAT" page
they say: "You can get it right here, on this site, by filling out the inquiry form and specifying what type of product you are looking for."
No mention is made that regional licensees will be the ones to finalize the 1 MW sales. Such a statement would be reassuring to licensees, showing that the people running ECat.com will not be broadening their mandate in the area of order fulfillment as well.
What About Screening 1 MW Customers?
I sent an email to Andrea Rossi this morning urging him to have them modify the wording on their
products page that says: "Pre-order sign-up customers will be prioritized when the first generation of products is rolled out, as we adhere to a strict first-come first-serve policy."
According to my conversations with Rossi, this is not true of the initial sales of the 1 MW plant, since Rossi will be screening for those companies that meet certain criteria, including trustworthiness to not try to reverse engineer the reactors, as I posted on our page at
They also don't distinguish very well the difference between the immediate availability (for purchase, with fulfillment lead time) of the 1 MW heat plant, and the 1-2 year pending availability of the 5-10kW heat unit. A careful reading makes that distinction, but a casual reading/viewing does not. The two products are lumped together.
Cloak of Secrecy / Poor Response Ethics
They don't attempt to set forth the "personnel" or "associates" of Andrea Rossi, as I do at
which is what caused so many problems in my earlier drafts, because there were names that Rossi let me post, without carefully considering whether they should be there, and rather than correct the page, he asked me to just remove it. Also he later changed his mind about posting links to "friendly sites" because a site that might be friendly today might not be tomorrow. He doesn't like linking to any negative stuff. That's not my style, so since taking over editorial responsibility for the site, I've returned those links.
Not only do they (ECat.com) not say anything about their company or about Leonardo Corporation, other than in the Rossi bio page, but they don't give any contact coordinates on their contact page. No phone numbers. No addresses. No emails, not even Rossi's which he publishes all over the place and doesn't mind being posted elsewhere.
I've been trying to reach them for a week, and they've not had the courtesy of returning my emails, even though I was doing so on Rossi's behalf. And based on my call to Rossi yesterday, they hadn't contacted him either about this domain name, but gambled (and won) that he would like their website when they posted it.
I hope they are more professional in their response to other inquiries that require a timely response. They put on a good image on their site. I hope they perform as well as a company. But their clandestine inclination makes me a bit leery.
What of Leonardo-ECat.com?
I can see why Rossi would gravitate to ECat.com, given his inclination and wish to keep quiet as much as possible. I tend to want to be more open. One of the main hats I wear is as a journalist, which includes covering the other side of the story as well. Having independent editorial responsibility for the content at
http://Leonardo-ECat.com will allow me to do that, which will serve people better, who are trying to get closer to the whole story.
My first inclination and action by the emails I wrote yesterday, when finding out about ECat.com, was to try and cooperate with them collaboratively. ECat.com is by far the best domain name. Someone paid a lot of money or pulled some deep connections in order to get that domain name from its previous owner that had it for more than a decade.
But it seems pretty clear at this point based on the lack of response from ECat.com and from Rossi, that such collaboration isn't going to happen. We at PES will not be part of ECat.com Had there been a collaborative arrangement struck, then we would help integrate the content of both sites, taking the best from each, and housing it at ECat.com, with their layout. (I should mention that some of their content was taken from our site without credit.)
So it looks to me like Leonardo-ECat.com will indefinitely remain an independent website, under my (PES Network) independent editorial control. And given that mandate, I'm no longer going to try and prepare it for regaining "official" status, but I'm going to seek to make it more balanced, like a journalistic piece. I think it will be a good resource for people wanting full spectrum information about the E-Cat, that they might not find on the "official" website.
As always, I welcome corrections, additions, and I'm going to add the unmoderated (except for spam and proven disinfo) comment capability at the bottom of each page, like we have on our other sites.
And yes, we'll have Google ads on the site, to provide a revenue source to keep the site going.
If you are a 1 MW customer and want guidance about what parameters to include in your test set-up (to be passed prior to release of escrow deposit), you're more likely to find that at our website than at ECat.com. I plan to put up such a page soon.
So ECat.com is the "official" website, and Leonardo-ECat.com is the "unofficial" website. Each will play its role, and hopefully both can help a great cutting-edge energy technology emerge into wide use in the marketplace, creating jobs, instilling hope, and helping a new world of abundance arise.
The Line Between Journalism and Promoting
As I appended in my story posted two days ago:
Sterling Allan on the up and down of Rossi's approval of Leonardo-ECat.com,
one of the criticisms I've been getting is that putting up the Leonardo-ECat.com
website shades the objectivity of Pure Energy Systems News. That is true.
However, you need to remember that the name of our company is PES Network, Inc.
Our first priority is networking. Our slogan is "finding and facilitating
the best breakthrough clean energy technologies." Our news and directory
service is one way we do that, but it is not the only tool we use.
Note that the E-Cat is leading in our list of the "Top 5 Exotic Free Energy
Technologies." As such, we deem it worthy of special attention and effort
on our part to help it emerge successfully into the marketplace.
# # #
This story is also published at BeforeItsNews.
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PESN Coverage of E-Cat
For a more exhaustive listing, see News:Rossi_Cold_Fusion
LENR-to-Market Weekly -- November 22, 2012
LENR-to-Market Weekly -- November 15, 2012
LENR-to-Market Weekly -- November 8, 2012
LENR-to-Market Weekly -- November 1, 2012
Weekly -- October 25, 2012
Weekly -- October 18, 2012
Andrea Rossi's Black Box -- by Popular Science (PESN; October 16,
Penon High-Temperature E-Cat Test Results Posted (PESN)
LENR-to-Market Weekly -- October 11, 2012 (PESN)
Weekly -- October 4, 2012 (PESN)
LENR-to-Market Weekly -- September 27, 2012 (PESN)
LENR-to-Market Weekly -- September 20, 2012 (PESN)
LENR-to-Market Weekly -- September 13, 2012 (PESN)
2012 E-Cat Conference Report: 1 MW E-Cat Ready (PESN; September
September 9: Andrea Rossi Q&A, Panel Discussion, Interview
Gives Third-Party Test Results from Hot Cat
Weekly -- September 6, 2012 (PESN; September 6, 2012)
E-Cat Conference in Zurich (PESWiki;
August 31, 2012)
LENR-to-Market Weekly -- August 30, 2012 (PESN)
A Barrel of a Hundred High Temperature E-Cats (PESN;
August 30, 2012)
LENR-to-Market Weekly -- August 23, 2012 (PESN)
Existence of 1,200C E-Cat Test Report Confirmed (PESN;
August 22, 2012)
LENR-to-Market Weekly -- August 16, 2012 (PESN)
about Hot Cat Test Data Leaker (PESN;
August 13, 2012)
Stunning Third Party E-Cat Test Report Details Leaked During NIWeek (PESN;
August 11, 2012)
LENR-to-Market Weekly -- August 9, 2012 (PESN)
Mainstream Coverage of Fleischmann's Death Mentions Nothing of Technology Nearing Marketplace (PESN;
August 8, 2012)