Then you should have read a bit further:

"Now, literally selling something you do not have as if you already have it is not advisable. That ad network I worked at went out of business and pissed a lot of people off along the way. But the practice of selling what you know you can have before you have it is how you solve the chicken and egg problem, and it's a delicate art."

There are enough gotchas in the article that I'd like to see how their current situation works out before passing judgement.

I did read that. It just seemed obvious enough that I didn't feel the need to include it in my comment.