High school buddies Josh Abramson and Ricky Van Veen started the Web site as college freshmen and brought in Jakob Lodwick, 24, and Zach Klein, 23, while the four were still undergraduates.

But co-founder Ricky Van Veen says the company has toned down its content as it has evolved from a college room project to a legitimate venture. Watch the excerpt from our Ignition conference.