Fab began life as Fabulis, a social network for gay people, but it has transformed into a daily-deal platform focused on unusual or high-end products such as furniture and consumer goods. The site's business model does not demand discounts as steep as Groupon's, but instead sets its prices to be cheaper than retail but still guarantee a profit for itself and its vendors. The site uses special perks to persuade users to spread the word via social media channels.

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