They are not reliable at all.unlockitnow.com just answered my email saying that they are selling the unlock codes right now. don't know if they are trustworthy
They can tell you over live chat that they have the code, have you pay and then drag it until they finally reply they don't have the code as the phone is too new.
They have done it with the Galaxy S i9000M (Bell canada version), i don't see how they can have the codes for the Atrix when the phone is not even out yet.