What I got out of it was a demo of parts of his pen.fm interface (while there are some rough edges, frankly most e-reader apps I've seen are substantially worse than this...), in the form of a cute little story that illustrates how different the reality of starting a company can be from how budding entrepeneurs often picture it.

(I went at it from the opposite direction of this guy when I started my first company: I could program, but had no clue about sales, marketing, finance or any number of other things, but eventually found myself doing phone sales, sales meetings, ordering print ads and negotiating with suppliers)

For the site in question it seems like re-introducing it by immersing us in what it is about - writing stories - is a much more interesting approach than throwing up some glossy brochure-ware site.