Secret not so secretly raising $10 million

Secret, maker of a mobile app that lets people anonymously share information with friends, is set to raise almost $10 million of venture capital in a deal valuing the young startup at more than $40 million, according to people familiar with the matter.

WSJ

Lemme guess, somewhere down the road they introduce an advertising model, but likely purchased by “X” before that even happens. I've downloaded Secret three times now, just to make sure I'm not missing something, but every time I do I'm overwhelmed by a strong “I just don't care” feeling.