The weird thing about Kiva is they "lie" as an efficiency optimization -- it's not direct payment from donor to the identified recipient, but to the organization which helped the recipient in the past. This isn't really worse from a moral perspective (and is actually more efficient!), but might make some donors unhappy. A Kiva which operated fully on the Watsi model of identifying/funding specific things in realtime would be popular with at least some existing Kiva donors.