I feel like I could have programmed this site in 40hrs, tops. Let's say someone with a few years experience charged $50/hr, that would be $2,000. You could probably at least halve that hourly rate on odesk if you wanted to.
Development can work that way or I can keep charging you for changes and stuff you have no idea if you will actually use because you have no game plan. But anyway, that's pretty much my point. The two founders are designers and one was also a developer of some sort. They spent 1.5 years outsourcing development, when if they knew what they wanted, someone could have pushed out their designs and functionality in a week, maybe two. Since he did mention other mechanisms such as indexing and scraping code, wordpress plugins, etc... (simple stuff). That would might add maybe a second week to my 1 week prediction.
