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The Forbes Article has them hockey sticking their revenue.

"The company finished 2012 with $13 million in revenue; the hope in this “leap” year is that it’ll get to $100 million."

That article is full of gold:

2012 - Operating Expenses: $25 million, Revenue $14 million (that's an $11 million loss on paper)

For 2013, they're saying they'll need to hit 4x revenue growth in order to hit profitability?

Does that mean 4x the ads for their (fickle) userbase?

The $14 million revenue of 2012 was not using the same business model of 2013. Ads is a new thing.