According to the article the company has 12 employees. Assuming a fully loaded cost of $100,000 per employee (I expect most are coders). Then $4m covers 3.3 years of salaries. So they give themselves about 3 years of runway to actually make the site make money.
That's what you do with $4m.
> The whole iPaper thing is cute.
> But how do you build a working business model around it?
That's what $4m gives you 3 years to figure out. Also, I think iPaper is a bit more than 'cute'. I have a lot of different document types that I need to make public (e.g. PDFs, PPTs,Keynote, Excel, Numbers). Since Scribd can just take these and turn them into a common format for me it makes sense for me (when I get around to it) to convert everything to iPaper so that everyone can read them.