Etology closing down

Yesterday, Etology took down its website and replaced it with a statement saying that "Etology, Inc. Ceases Operations":

It is with great regret that Etology announces its intentions to cease operations effective immediately. During the last several months, a combination of market conditions and the need for additional investment to maintain the same high quality of service and technology demanded by the company, its customers, and its investors mean that the business is not economically sustainable. This was an extremely difficult decision to make, especially given the wonderful team of people working for Etology who will be impacted by this action

They used to be one of the premier networks/click-brokers and were selling adspace on some of the major video sites. One can only wonder what went wrong.