However, I'm glad I read your explanation here because the site itself tells me very little and without reading your explanation I probably would have shrugged and kept browsing. Put this explanation on your site, and show people an example profile.
You really do have a "chicken and egg" problem trying to get providers to see the value. My two cents would be to write some blog posts on "the reputation currency" and try to get as much attention out of that as you can, getting people excited and enthused (and bumping up your own reputation on the topic). To me that seems like the best way (short of reaching out to many partners) to gain some traction.