They were acquired nearly two years ago. http://ourincrediblejourney.tumblr.com/post/89180616013/what... says that the site is explicitly for acquihires. If this was an acquihire then they royally screwed it up.
Fair enough. I was just looking at the post in question without knowing the context.
If they had ran it a few more years before they shut it down it'd feel less deceptive, since conditions can change and a product might not make sense to continue for financial reasons.
"One thing we do want to make clear: Svpply is not going away"
Sadly that's exactly what Our Incredible Journey is designed for.