Why is it their best product? Applying an idea at scale is strategic, not necessarily innovative. For example: - Bloomspot's $40M raise and accompanying shift

Why is it their best product? Applying an idea at scale is strategic, not necessarily innovative. For example: - Bloomspot's $40M raise and accompanying shift in focus (http://www.bloomspot.com/media/assets/Bloomspot_Marketing_Kit_20110718.pdf http://www.bloomspot.com/media/assets/Bloomspot_Marketing_Ki...) - Swipely, Offermatic, etc. - GRS, a vendor of this data (http://www.grsgroup.com/ http://www.grsgroup.com/) - Also, dozens of similar ideas such as Amex using FB data: http://www.forbes.com/sites/moneybuilder/2011/07/20/link-like-love-sharing-is-caring-with-amex-and-facebooks-newest-app/ http://www.forbes.com/sites/moneybuilder/2011/07/20/link-lik... The pricing on this is not particularly attractive to merchants, especially small ones.