• TechCrunch, Monday, May 23, 2011 12:02 PM

Think we've reached a point where there's no such thing as over sharing? Then consider the case of Blippy, a site that let users share information about their "favorite purchases" with friends, which quietly shifted strategies after failing to scale with consumers.

According to CEO Ashvin Kumar, Blippy traffic would spike whenever press would cover it and then subsequently die down to levels that showed no signs of steady growth. Last April, Google Search results revealed that credit card numbers of a few Blippy users.

Along the way, Blippy raised almost $13 million in funding and, as TechCrunch points out, at some point its valuation was at $46.2 million, with investor David Hornik posting his $8 million dollar purchase of Blippy stock on Blippy itself. Having already switched to a consumer review model, the company say it is now planning other unspecified products in the "social e-commerce" space.

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