Not everyone is trying to optimize every little action for the maximum rate of return.
(I'm an engineer @everlane) The general concept behind this is not maximizing metrics. We didn't put social sharing buttons there, and we were not in your face about email capture because that would have distracted from the core message. This was a high risk marketing play - we wanted to see how much buzz and earned press we could get by doing this. The sort of extremeness of the design is part of the message.
I'm a likely customer, and I appreciate what you've done here. For what it's worth, I immediately found the about page too. Thanks.