"Credit ratings turned out to be a false god," Kroll said. "People relied on those ratings. Now they're saying, 'Oh, we gave it a high rating but we were just expressing an opinion.' And that's bullshit. These structured instruments - why shoudn't we be able to rely on these ratings, as investors?" A main theme in Kroll's new projects, or potential projects, is trust - perhaps the scarcest commodity in today's financial markets. "I'd like to do the same thing I did with the investigations business," Kroll said. "Change the business model." A new credit-rating firm could be launched by early 2010. Pointing at me, he said, "We have to convince the Finnegan Corporation that this will be a more honest process. That's where the Kroll name comes in."