content: Like all internet shams, money from investors to keep it afloat. Then you get enough of a customer base and it turns into the "it" place to be on the internet. Then you monetize to pay back investors who sink hundreds of millions into companies that could be created by 4 employees at a $40k salary a year and a house for them to live in. They will pump the company until it goes public, sell off their holdings as soon as their is a whiff of down turn, and move to the next company.