He would encourage visitors to his site to "submit noodz" (nudes) of their former girlfriends and boyfriends, as well as details about who the subject was and why they deserved to be featured.
This information would be posted up in full on his site, IsAnyoneUp.com.
As well as the person's full name and location, links to social networks, usually Facebook, would also be included.
Below each post appeared a stream of comments from visitors critiquing - to put it lightly - the victim's looks and body.
If anyone complained, they were ridiculed. If they threatened legal action, Mr Moore ignored it. As many of the site's victims soon discovered, they were largely powerless to do anything about it.
It was enough for many to dub Mr Moore the "most hated man on the internet".
"I love the attention," Mr Moore told the BBC
that everyone would see these pictures”
'Lucy'"People think I'm completely evil and what I'm doing is completely immoral, but at the end of the day I feel like I'm just educating people on technology.
"As sad as it is, hurting or ruining people's lives as people say, is entertainment for some."
'Laughing stock'In what has been seen as an uncharacteristic flicker of conscience, Mr Moore announced handing the domain to Bullyville - an anti-bullying social network.
It means, after weeks of worry, people like Lucy (not her real name), a 22-year-old British woman, can now begin to get over their experiences.
A selection of pictures, taken by her and sent to her then-boyfriend, were published alongside a link to her Twitter account.
It didn't take long before the messages and friend requests started to flood in.
"I burst into tears knowing that everyone would see these pictures and I would be a laughing stock," she told the BBC.
"My friends, family and current boyfriend have all seen the images and it's been made extremely embarrassing to go back to work or attend university."
Lucy emailed Mr Moore several times to ask for the pictures to be removed. All her requests were ignored.
She turned to her local police force.
"They [did] nothing at all to help with this situation besides saying contact the website, which I have done and still nothing has happened," she said.
The BBC spoke to the police force in question - which we have not named to help protect Lucy's identity. It could not confirm what action, if any, was being taken.
In the US, the FBI's internet crime department told the BBC it was not investigating the site.
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