Launched on Tuesday, izitru is the brainchild of Fourandsix Technologies, a company created by image manipulation experts, and is a simple, and more importantly, free to use image hosting service. However, no algorithm or fully automated service is perfect, and some people are photo manipulation geniuses, so each hosted image on izitru also has a ‘Challenge button. While theres value in creative manipulation of photos, there remains a critical role for photos to play in documenting reality, said Fourandsix co-founder and CEO Kevin Connor. Photo manipulation is so rife that, like ‘to Google, to Photoshop has become a verb in recent years and while some tricks can be fun and harmless, when Photoshop or other applications are applied to an image of, say, something for sale on eBay, or a profile pic on a dating site, things arent so funny.