This ignores possibly one of the biggest reasons nobody is talking about it, they don't have any PR.

Reporters don't go get news anymore, it comes to them, that's the way the industry works.

At the same time, it's amazing that a company like this could do so well and fly under the radar.

I work with another tech startup in the parenting/baby space and it's hard to do PR for this space. This is especially true because there aren't may PR/comms people with experiences and contacts that cross parenting and tech and in my experience, people with PR experience in the parenting space often rely on a physical product to promote and send as samples to parenting journalists, tv shows, etc. As a tech company, there's no freebie product to push. And on the tech side, despite the fact that pretty much everyone knows a parent or child, this area is still considered niche which makes it less interesting to tech press than something that appears to be a service that could appeal to anyone.