From what I've read about this company, their intense focus is precisely why they've had a string of runaway successes in a crowded category. They did a major revision of their iPhone app in the last year, delivering a major feature (real-time filters) that kept them ahead of the competition and have rolled out the web end of things very carefully. Their perfectionism shows.

I'm reminded of the music software company Propellerheads, who routinely roll out features 5 - 10 years behind their competitors, but earn a large and dedicated following with their high quality and original approach.