You worked there? Interesting. They're still up, right?

Our goal when we started the project was to be, in a way, the opposite of groupcard. Whereas they (and their format, and their examples, etc) encourage quick, short messages ("Happy b-day dude! 21, wow! now you can legally drink!"), we created our site for people who want to write longer, more personal, and more detailed letters. Hence the design with the scroll, the hand-written fonts, the lack of shinny images, etc.

You'd be surprised, but the average length of the letters that are being submitted is a bit over 300 WORDS...

I do like groupcard... we're just targeting a different audience/need...