Heartsy reminds me a lot of a start up I worked for last year (web/app development). They had good intentions and (some) good ideas, but they were so disorganized that they couldn't execute anything properly.
When they wanted to add new features to a site/app, it was like they were throwing darts randomly at a board to come up with new ideas. It was horrible. Nothing was thought through in detail. Someone would suggest idea X and everyone would immediate jump and say "OH MY GOD YES X!! X IS THE BEST IDEA EVER. BOB! GO IMPLEMENT THAT RIGHT AWAY". No one considered the consequences, no one considered that it may alienate current users. Their only concern was "OMG YES! X WILL GIVE US MORE EXPOSURE = MORE MONIES". Their main problem was that they were very stubborn and resistant to change if someone challenged their new awesome feature.
Unfortunately I think this is the main problem plaguing young start ups. BUT Heartsy has at least listened to sellers in the past, so there is hope for them.
That being said, they are alienating me as a buyer and a potential seller. Everyday I see the resemblance between them and the start-up I worked for, and that makes me very weary to deal with them.
I know you have to be energetic, dynamic and quick to adapt new ideas when you're a start-up, but they are moving a little too quickly. If they slowed down a little bit and put a little more thought into new features (maybe involved more sellers in their thought process), I think everyone would be happy.
