When you realize they are MySpace/Intermix alums, it all clicks:
Goldenberg and Ressler met in the early 2000s at Intermix Media, the parent company of MySpace, where both worked in its Alena product marketing division. The unit was never as well-known as MySpace, but it was the company’s main profit engine up until 2005, when Rupert Murdoch’s News Corporation acquired Intermix for $580 million, mostly for the social network. (That was back when $580 million was a lot of money to pay for a website.)Goldenberg, a wunderkind who joined Intermix in his late teens, became the president of Alena in 2004. The unit trumpeted its expertise in cost-effectively building brands online and selling “high margin” and “innovative” items straight to consumers. In practice, it was papering the internet in ads for Dream Shape diet pills and Hydroderm antiwrinkle creams, promising “better than Botox” results and offering up free trials.