I don't necessarily think it is a copout. They are bootstrapped, are making a ton of money, and hit the market with a good product right off the bat. Not many companies can afford to do the things they do and still pull a profit. How many startups can afford and justify having an artist (not graphic artist mind you) permanently on staff? Don't get me wrong, I love github and they have a great team, but not every company can do the things they do and still be in business.