They have a hugely loyal user base. I think they have their attention whenever they want it. They where clearly running this as a bit of customer development.

They have a hugely loyal user base. I think they have their attention whenever they want it. They where clearly running this as a bit of customer development. They had no idea what people would pay, how many people would pay, and whether or not the thing would work. Their goal right now is to put some numbers around those metrics and see what they get. After all, they're part of Conde Naste. It does seem rather strange to be donating to a site with such a huge backer behind it. I think you'll see them roll out something much more sophisticated in the coming months.