I disagree that it was a failure. How many site visits do you think represents a success? Remember there goal for 2013 was 10000 new users and according to the stats on your link it said 15k for May. This website isn't a Google, Amazon or some other monster website where you see a billion visits per day. Keep things in perspective.
Think about this way... If you were a bookie and you had an estimated 15k in customers, do you think you'd be doing well?
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