I think a big part of the "company of the year" bit is because they've done something most people thought wasn't possible-- build a big business charging consumers. It's refreshing!

I don't know much about their business, but I'm guessing they are sacrificing a lot of revenue/profit for growth.

They could probably double their conversion by slowly dialing down the awesomeness of the free version in favor of the paid version. Could they do advertising/leadgen to their massive free audience? I'm skeptical, but it's a big/untapped asset. Is the data asset interesting? You never know.

They are clearly onto something-- I saw a comment here was someone said, "it's as important to me as email."