How Mattermark Ranks Frequently Hyped Consumer Startups

Is there a breakdown of how a Mattermark score is calculated?

Graphs of the Mattermark score changing over time for each company would make it much easier to see if the company is gaining or losing steam.

Right now, Twitter's score of 1435 doesn't really give me much to go off of in terms of how they are doing, other than out of these 10 companies, it has the highest Mattermark score.

I've read a few stories today about Snapchat mostly around the supposed co-founder suing for a slice of their pie. I swear I've never heard of it before today. And their website is just a picture of two women getting electrocuted while taking a picture of the sun.