I'm not the least bit surprised. I met one of the founders (I can't remember which of the two) at a conference in 2010. We were seated at the same table during lunch, and judging from the reactions of the other people at our table, it was a big deal that we were seated with one of the Fab founders. Everything about Fab was supposedly awesome. The growth. The revenue. I chatted with the founder and my one take-away was: Even after everything he told me, I had absolutely no idea what Fab did or what it was about. Yes, of course it's an ecommerce site, that much is clear, but the founder totally failed to actually explain how Fab was different from any of the other many ecommerce sites that are not considered to be the holiest thing since the Eucharist. I really thought at that moment, this company is doomed.