How is this different from what Avvo and RocketLawyer already do? There's another competitor, from a law school dropout that also launched to much traffic last

How is this different from what Avvo and RocketLawyer already do? There's another competitor, from a law school dropout that also launched to much traffic last year (I forgot what it was called). What does this site/service do better than existing, established players? What unique benefits does this site/service provide that the other sites do not?