At that time there weren't much companies doing what Apple was doing, it was an almost new market but now you have thousands of online stores and you need the money to get seen and noticed more than for the shop itself.
(#1) Apple was doing something distinctive.
(#2) Nasty Gal is not doing something distinctive and needs millions of dollars just to be noticed.
On that basis alone, something like #1 is a much better investment than something like #2.