With the high number of knock off sites and production look-a-likes is it hard to confide in another webmaster out of marketing fear?

I知 working on the initial business plan of a new site and would like to toss it around with a few people to get feedback on various business modules and process implementations. Overall feel, interface ease and end user response. (Demo/product testing)

I guess I知 asking how do you know who to trust and what to dog-ear when you see it.