Ref to HN in this article as a reason for the success:
"The site has been nearly overwhelmed with traffic -- the founders won't disclose how much -- since going live on Friday. To announce their service, St. Sauver and Pollak initially just posted a link on Hacker News, a popular site among techies run by venture capital firm Y Combinator. The news next spread to Reddit, prompting another wave of traffic."
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[ 5.7 ms ] story [ 19.0 ms ] thread"The site has been nearly overwhelmed with traffic -- the founders won't disclose how much -- since going live on Friday. To announce their service, St. Sauver and Pollak initially just posted a link on Hacker News, a popular site among techies run by venture capital firm Y Combinator. The news next spread to Reddit, prompting another wave of traffic."