Affirm, the new mobile payments company that counts PayPal co-founder Max Levchin among its own founders, is already drawing buzz—and some head-scratching over certain aspects of its business model.

Affirm executes mobile-commerce payments in a two-tap process—first to initiate a payment and next to confirm the order. First-time users would go through additional steps such as logging into Facebook to verify their identities with an Affirm application.  

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