No worries, the business model is fully thought through. We're expecting to be profitable in phase 3.
I'm sure Mattell are shaking in their pants, knowing that their core market is about to be exploited heavily by a soon to be funded by Draper Fisher Jurvetson and quickly acquired by Google, company much more aligned with web 2.0 and an uncanny ability to align the interests of multiple stakeholders in the fast changing world of international webcommerce.