Why you should stop relying on Alexa

Excellent post. I totally agree with it.

So many times i see entrepreneurs or internet players mentionning Alexa as the reference for ranking. Actually it is but not because it is good: because it is the only one FREE.

(More) Reliable rankings are built by hitwise/nielsen/comscore.

Now i must confess: i use alexa but ONLY as an indicator to be compared with the reliable rankinks. More than once btw it was proven that alexa is not reliable.

When will someone build a true free reliable ranking? Popularity of mashups and blogs makes it more and more necessary. Could that be an idea for a startup?