Free Trades, Too good to be true?

A new site that plans to offer free stock trades, Zecco.com, is now in beta. Their hook is that they plan to offer free trades while supporting the site though an active user community and ads. In theory, this sounds like a great plan but like many things it sounds too good to be true. My advice is to wait until they establish themselves because they have already been accused of doing some unfriendly things such as spamming web site owners. Additionally, the last thing you need to worry about is whether your trading platform is going to perform as desired. If they establish themselves in the months or years to come, then we will all have an opportunity to jump on board.