I've read a similar article which was on the frontpage of HN not so long ago. And it was better.
Why would you use ThatHigh as an example to illustrate this ? I think this site did poorly. And just looking at how much fan they have on their facebook can pretty much prove my point (I got like 95k fans on my page just by liking something with my facebook account. Never did anything else than that to promote my website)