The site itself is awfully appealing because it's not obviously commercial. It appeals to a pretty Web-savvy (person), who happens to be at home from school during the summer months - timing-wise it turned out very well.
This is not surprising because women buy more than men, anyway,
Are we surprised women are going to health and beauty stores No, because that's where they're going offline. Are we surprised men like electronics and computers No, because that's what they're doing offline,