On first glance, the whole thing looked very shady to me, since the web pages it generates look like this: BakingBrokers.com but it seems they are all non-reg

On first glance, the whole thing looked very shady to me, since the web pages it generates look like this: BakingBrokers.com but it seems they are all non-registered domains, so it is indeed not a scam (and Baking is not quite Banking). Would be a funny trick, though. Get a lot of people to use your identity generator in order to produce some backlinks.