Congrats on the success. Do you have concerns that posting details publicly, including showing internal financial numbers, for a business that has virtually no barrier to entry will invite competition? From the other comments I'm seeing here it looks as though people are already making their plans and running back of the envelope calculations. I would expect at least 5 new competitors to pop up as a result of this post.
Making plans and running back of the envelope calculations is easy and fun; businesses actually require violent execution. I spent almost 10 years doing an objectively easier business. I wrote a million words about it, including substantially all of the non-obvious secret sauce about e.g. our SEO strategy. I got a variant of your comment more than monthly: the competitors are coming, the competitors are coming! And the competitors did, in fact, come... with C grade execution that had minimal impact on me.
I will note that the conversion rate between "I will totes clone your business in a weekend" and actually cloning the business was far, far below 1%.
