Some related articles:

http://seattlepi.nwsource.com/business/336470_pelago23.html

http://seattletimes.nwsource.com/html/businesstechnology/200...

http://biz.yahoo.com/bw/071023/20071023005704.html?.v=1

Looks like the AE tie-in has started:

http://www.ae.com

http://ae.whrrl.com

I've also heard they have Whrrl pamphlets in-store.

I wonder how they were able to partner with such a mainstream company.

Is this your startup? I can't view the webpage with Firefox 3 unless I want to change my user agent.

No, it's not my startup. However, I do know people that work there.