That's what I wanted to ask.

All that "single, female, non-tech" doesn't make much sense to me if a team of developers was hired to create this website.

And she takes credit for it personally.

Gotta promote the team members or it looks like they're replaceable cutouts.

But even that is still tech. I mean _someone_ had to download the source, install it on a server, activate the theme, etc. I'd like to see more about the initial site.

First site built in Java. Second in Ruby. I think there was some tech knowledge there. http://blog.wanelo.com/post/31534906083/the-big-switch-how-w...

As referenced elsewhere, she did have a technical co-founder.

Even if that wasn't the case, could easily have gone the oDesk route. (Personally I think the idea of doing this and keeping all equity is a bit of a pipe dream, but I hear enough folks pimping courses that advocate this, so surely it works, right?)

Non-tech just describes the founder (although in this particular case she may have actually had a cofounder.)

Any kind of success by a nontechnical solo founder can be an inspiration for other nontechnical people who want to build their own companies.