They were formed to design websites and that's what they did for 5 years. Though I guess you can view web design as a "struggle" with all that IE6 testing and what not, but some people really enjoy it :)
I used to love battling with IE6 to get a webdesign looking great, cross-browser compatible and degrading gracefully. Ok it was maybe more like love+hate, it was a challenge, a puzzle and particularly trying to solve it in the least (subjectively) "hackish" way possible.
But then, I also used to write 4096 byte demos in x86 asm. And a bunch of other crazy things that don't even occur to me now, some things with JS ...
2004 first product launched.
5 years after the company and team came together.
5 years of time to hone the skills and struggle.
Oh yah, and another 10 years to grow to 43 people.
Simple reminder of the commitment to patience it can actually take to build a remarkable business.