Wow, this is one of the better attempts to monetize an environmentalists' identity. This could literally be a wrapper around bing/google, very little investment. Build out the tree-planting department as you scale income, without having to solve the hard technical problems at all.

Kudos to them! This should be an inspirational example whenever people talk about starting a tech company on minimal code.

(Their commitment to transparency is also pretty neat -- way to understand your customers' values, and identify a niche defined by said values. A fantastic differentiator in a market that's generally commoditized these days!)