We cant really say that they had failed into this forum in terms on getting some users but basing off on the activeness that they do have on this place then it seems they are really indeed focusing in other key areas.
Their concept was unique honestly speaking and I placed a couple of small bets now though I lost most of them, but many of their future markets need an extraordinary level of patience.
This is the probably the primary reason why their concept wasn't a big success. Very few can wait that long in this fast-paced world.
Another reason is the fact that they haven't advertised their site a lot in this forum and other platforms as some of the posters above mentioned.