"Trashing Your Doctor Online" was the provocative name of a CNBC story which aired Friday, and featured none other than Avvo CEO Mark Britton defending his company's new online physician rating service. Britton, the former general counsel at Expedia, doesn't back down from a fight. And the Seattle entrepreneur showcases some of his moxie in this debate with Medical Justice CEO Jeffrey Segal.

Britton's best zinger comes about midway through the five minute report. "I have to say that I think all of this is a bet of a red herring," said Britton. "I think that Dr. Segal -- he has to sell his wares. But he's selling the diea that there is this big bad wolf that is the Internet that is going to come eat his clients, which just isn't true."

As you may recall, Avvo was sued just nine days after launching its online attorney rating service. We've yet to hear of any litigation tied to the new doctor rating site, but it will undoubtedly come. (Avvo investor Rich Barton talked about the importance of stirring controversy to drive attention to the business in a recent talk at the UW).

Avvo raised a $10 million venture capital round in March, with backers who include Benchmark Capital, and Ignition Partners.