There's not really a technology here. They are a research firm. They collected a dataset from many web startups and can sell that data or make a nice ad based website out of it(in the TechCrunch/RWW space). It could be a profitable niche. Or it could turn into little more than a thesis paper. Of course, if it turns into a profitable niche it could always grow into something different and bigger.

But the technology, at least in my understanding at this point, is nothing more than running your standard regression on a proprietary dataset.