favor n. An act performed for the benefit of another after one has been sufficiently guilted, blackmailed, tricked, or bribed.

friendlyfavor n. An altruistic deed facilitated by FriendlyFavor.com, a new site all about paying it forward.

The simple (yet genius) Seattle start-up interacts with your existing e-mail list — and soon numerous social networks — so you can easily ask for help or kindly offer up your own.

First, choose how large an audience shall receive your plea (college buddies? The dudes in 4B?). Then type your message in the provided box. Whether it’s a ride to Sea-Tac, wine advice, or the need to unload extra tickets to a Chop Suey show, FriendlyFavor sends out your appeal, processes, and archives responses (think Evite).

The website also helps you repay the favor with gift certificates, charitable donations, or an exchange of services. So you’ll soon be trafficking in warm fuzzies.

A defining moment, indeed.

Available online at friendlyfavor.com.