was established by Yosuke Abe and Keita Kitamura of Tha, a Japanese web development company owned by Yugo Nakamura, in June 2007.

[4] Nakamura avoided elements of modern web design while directing the development of the site in order to keep its appearance simple.

Calling invitations to this release a desirable commodity, the editor praised the site's ease of use and the unpredictable nature of its algorithm for creating recommendations.

[6] Russell Davies of Campaign called social interaction on the site minimal but thought the community of users cohesive in spite of this.

[3] The Brazilian web designer Fabio Giolito created We Heart It, another image bookmarking service, in response to FFFFOUND!