[jacobquick]

For all we know the back end of this thing is Steam. Gaben has been talking about changing Steam so anyone can make a storefront, and Humble makes a lot of sense as a test lab: they're already competent at sales and running a website, plenty of traffic (vs. jacobquickscaveofturn-basedstrateg.ie), and because they have ongoing business with Valve anyway they probably share a lot of data.