It's a genuine business and I'm very happy to stake my name and reputation on that.
A nice sentiment, but how much worth will anyone put on random forum members "name and reputation"
You might be career criminal or a serial killer, with a nice profile for all we know.
And if someone did get ripped off, what exactly would you do? re-imburse them? or just let your "name and reputation" that no-one really cares about take a bashing?
Tell your good mate to put his contact details on his website or alternatively tell us what he's got to hide.