I don't get it. How could an exchange burn through $1.3 million in four months? That's almost $4 million a year. Why does a four month old exchange with zero customers even need $1.3 million in the first place? An exchange that isn't used much shouldn't have high server or operating costs. And advertising on established Bitcoin news sites like CoinDesk and running a sig campaign shouldn't cost anywhere near this amount either.
Facebook was able to prosper despite probably having less than 1/10th the amount these guys had in their first four months:
Facebook was initially incorporated as a Florida LLC. For the first few months after its launch in February 2004, the costs for the website operations for thefacebook.com were paid for by Mark Zuckerberg and Eduardo Saverin, who had taken equity stakes in the company. The website also ran a few advertisements to meet its operating costs.
This is what Google's servers looked like four months after it was launched in 1997:
Sure doesn't look like $1.3 million to me.