> Many new companies these days are pretty easy to re-create once you have a working model to look at - ie. a less competent programmer can probably recreate your site in less than half the time it takes you to make it the first time.

I agree about re-creating the site. But not about re-creating the company. You say yourself:

> We had about 200 alpha testers during that time, but our learning accelerated much faster after going public.

You have to re-create this learning experience, too. Otherwise you may be cloning accidental complexity, but miss the spirit.