So one thing I notice on HN a lot (here and in the Qwiki thread) is that people have a tendency to belittle projects without enough information. "That's just X, and X isn't very hard" or whatever.

It's sickening, and the people that do this are vigorously indicating they have at best shallow reasoning facilities.

Some really great companies have much lower profiles than you might expect. Try not to draw conclusions on limited data, or at least understand the quality of said conclusions.