The most difficult part about getting into the wedding business as a startup is advertising. People (hopefully) only get married once, and they're usually too happy to go shopping around for deals. This is why wedding businesses can rake in huge profits by ripping off their customers. You get similar phenomena in the baby business and the funeral business (although with the latter the lack of interest in comparison shopping is due to grief). So RegistryLove's success will hinge largely on their ability to get the word out to the general public.