I met a couple guys from their team a couple months ago at the ETHWaterloo hackathon (post from then [1]). They presented a contract analytics tool to graph the number and type of function calls, like an etherscan.io but for custom queries/reports. The queries they showed had function names like SireKitten(), it was all quite funny and I assumed the analytics tool was the main product and that the kitty contracts were a joke example. Never would've guessed that it would take off, but I didn't see all the cute avatars then either.

1. https://news.ycombinator.com/item?id=15479945