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I'd venture a guess it didn't cost them, whoever created that site, anything except their time, excluding other non development costs.
to get an idea on cost of a similar in functionality marketplace - think of it as a premium tube site with user submitted content and a forum. other than streaming it's pretty similar I'd say =) people submit their listings, site processes/escrows payments, users rate & submit reviews
then there are costs for hosting, administration/customer support, optimization, maintenance, security, and marketing/pr if not talking about SR which enjoyed and continues to enjoy free PR from the media.
i'm strictly judging from web dev. perspective, haven't been to the site.
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