I don't think the service is 11 years old, or at least as we know it as a privacy-focused service. The first archived screenshots of the service I found were from 2022[1][2], so I'm guessing the service is less than three years old.
It seems that forum advertising is too strong to generate all this buzz.
It's actually 11 years if you look at it as an exchange service. In the initial days, they started small and would just do perfect money <---> Bitcoin and Perfect Money ---> BTC-e exchanges. They used to even work with Bestchange. I believe back then KYC was not a thing. They would the later stop the partnership with Best change due to the KYC/AML issues