Famous: The $30 Million Browser Bet That Failed
In 2012, the tech world buzzed about exciting new possibilities. While many developers were coding in JavaScript and dancing to Psy’s “Gangnam Style,” a startup called Famous was working on a bold idea. They aimed to revolutionize how web applications looked and felt. Their goal was to make the web as powerful as native mobile apps.
Famous was built on a clever trick. Developers found that by directly controlling the browser’s graphics processing unit (GPU) using special CSS properties, they could achieve incredible speed. Instead of the browser’s usual way of arranging elements, Famous used a system based on 3D math. It treated every item on the screen like a block in a video game, positioning and moving it with complex calculations called matrices.
A New Way to Build for the Web
At the time, building smooth, fast, and visually rich interfaces on the web was difficult. Technologies like HTML5 were supposed to help, but they had limitations. Facebook famously admitted that relying too heavily on HTML5 was a mistake. Famous saw this problem and thought they had the solution.
Their approach was different. They bypassed the browser’s standard layout system. This meant developers could create complex animations and interfaces that felt much more like native apps. The idea was that you could write one app using Famous, and it would work smoothly on any device with a GPU. This included desktops, laptops, and smartphones.
Big Funding, Big Promises
The potential of this GPU-accelerated approach attracted significant attention. Despite the unconventional nature of their technology, the Famous team managed to raise $30 million in funding. This was a huge amount for a company built around a specific browser rendering technique. In hindsight, it’s easy to see the risks, but at the time, the promise of a faster, more dynamic web was very appealing.
Why Famous Didn’t Take Over
So, if Famous was so promising, why aren’t we all using it today? Several factors led to its downfall. Firstly, the web itself improved rapidly. Browsers got much faster on their own. They incorporated better ways to handle graphics and animations, reducing the need for specialized tools like Famous. What was once a unique advantage for Famous became standard browser behavior.
Secondly, the way developers build user interfaces changed. For complex 3D graphics, libraries like Three.js became popular. For more common interfaces, frameworks like React offered a simpler, more declarative way to build applications. These tools provided more accessible and flexible solutions for most development needs.
Thirdly, Famous itself was not easy to use. Even with its advanced capabilities, it required a deep understanding of math, physics, and JavaScript. This was a high bar for many web developers. The complexity made it difficult for widespread adoption. Finally, the business model didn’t work out. Famous had 25 employees and didn’t focus on being a lean startup. They tried different ways to make money, like offering hosting services, but these efforts failed.
The Legacy of a Near Miss
Ultimately, Famous had to lay off its engineering team. They even attempted a pivot to a content management system, which also did not succeed. Today, their website is for sale, marking the end of their journey.
However, Famous was not a complete failure. It represented an ambitious attempt to push the boundaries of what was possible on the web. They tried to build the future by working around existing browser limitations, rather than waiting for standards to catch up. While this approach proved brittle, it inspired developers. For a time, Famous made people believe the web could feel as fluid and responsive as native applications. It helped raise the bar for performance and ambition in web design.
The story of Famous is a reminder that even technologies that don’t become mainstream can still have a lasting impact. They can push industries forward and change expectations. It highlights the constant evolution of technology and the challenges of bringing innovative ideas to market.
Source: The rise and fall of famo.us… (YouTube)
