I agree with your assesment as well, 15 seconds is not enough time, even for those with short attention spans. I would think the company will change it's concept to get away from literalism. The site they have had since 2009 clearly didn't take off as they had hoped.
Change is in the air, and that is what will be exciting for us all. By going public maybe they are raising capital to bring in some new design/I.T. talent as well. Competition and salaries for those that can play a role in designing social media platforms/sites is at a premimum right now. Going public definantely will allow the hiring of some key individuals on that end if that is what they are doing.
Social media at this point has little to do with profitability--its all about the user base, analytics, and data value and communication through multi channel for the POTENTIAL of marketing value through partnership channels---it WILL be about producing ROI...but not now...these companies are NOT making money...read...the world is changing...throuw away what you THINK you knew about what makes money in business ... http://www.blogherald.com/2011/05/29/social-media-valuations-could-be-sign-of-another-tech-bubble-burst-infographic/
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