ways to send digital invitations, when it came time to send one for his 21s birthday party, james hershfield was shocked he couldn't find a classy invitation anywhere on the web. >> i was kind of stuck between a rock and a hard place because i didn't have a budget to send paper invitations, but i also found that the existing products for sending invitations online were not as customizable and not as beautiful as what i would have wanted. >> the internet was full of sites that were a little bit more junky and low end. it didn't feel high-touch and have that emotional quality. >> james, a sofhmore in college, went to the web. >> i've got 2200 hits within two hours. >> a thousand. 22,000. >> i got to harvard in 2006 and there was a really permissive air of opportunity there in the wake of mark zuckerberg starting facebook. and there was a lot of sense that you could, you know, with a little bit of creativity and a lot of work, you could create a company on the web that would really affect people's lives. and i think that that rubbed off on me. >> the idea was simple. create a company that could