I can't tell who their target market is. Sounds like it switched from B2B to B2C but maybe they don't think B2C can actually scale so long term it's B2B? The author writes with a level of irony and self-awareness but it feels like he just wants to give it his best and see what happens without a particular need to be successful. And maybe that's fine. But I'd rank this particular approach as low probability of success and low potential of profit given success has been achieved and jeez running forward with this with one year of leeway in this economy is a scary idea to me. The again I'd never run a start up so not my idea of a good time to begin with.