That's what I wanted to ask.

All that "single, female, non-tech" doesn't make much sense to me if a team of developers was hired to create this website.

But even that is still tech. I mean _someone_ had to download the source, install it on a server, activate the theme, etc. I'd like to see more about the initial site.

First site built in Java. Second in Ruby. I think there was some tech knowledge there. http://blog.wanelo.com/post/31534906083/the-big-switch-how-w...

As referenced elsewhere, she did have a technical co-founder.

Even if that wasn't the case, could easily have gone the oDesk route. (Personally I think the idea of doing this and keeping all equity is a bit of a pipe dream, but I hear enough folks pimping courses that advocate this, so surely it works, right?)

Non-tech just describes the founder (although in this particular case she may have actually had a cofounder.)

Any kind of success by a nontechnical solo founder can be an inspiration for other nontechnical people who want to build their own companies.