Never started a company either, but I think the key issue is barrier to entry. Facebook and Twitter have networks which are impossible to duplicate, and Google

Never started a company either, but I think the key issue is barrier to entry. Facebook and Twitter have networks which are impossible to duplicate, and Google got a lot of money up front and used it to move really fast. In contrast, the great product they describe in the article is a standalone piece of software by a small group, easily duplicated if it takes off.