You folks may have missed the boat in assuming this is a startup. I think it's more about the idea/message/whatever.

These people have other (good) jobs. Cindy Gallop (Founder/CEO) is a (quasi)retired ad exec. Her last web experiment: makelovenotporn.com. She talked about it at TED last year. No revenue model there. Oonie Chase is creative director at Blast Radius. The list goes on.

Plus, not less than 3 people on the about page have the word "Code" in their job title, so uhh... fuzzy math.