I think the biggest WTF in this whole situation is the two founders took six million dollars off the table and put it into their own accounts. When you're running a pre-revenue startup, you don't remove anything from the business. Seems it was greed that killed Secret, taking money out of the business and asking for too much, too soon.<p>I think the biggest lesson here is: just because a startup is being run by ex-Google employees does not mean it is going to succeed or be successful in the long run. Great for getting on Techcrunch and having the media talk about you, but once those 15 minutes are up, you're a real business and it becomes less about who you are and more about how you are going to make money and grow your business.