Came here to say the same thing - I want to see what's local to me first without having to sign up.
Also, living in a village in West Sussex, I have a selection of local farm shops and independent butchers within a 4 mile radius so I am not sure what I'd get out of this service - and since I can't see without giving up my personal details, it looks like I'll never know.
I think you've hit the nail on the head here. So many people here in the UK live within a few miles of some amazing independent food producers but use them rarely, if ever. That's the problem we want to solve.
We're definitely going to tighten up the message on the site to clarify why we think people should join – thanks for the feedback.