Any new publisher, give it 2-3 years. That's best case scenario.
It's great that the site is reader-focused, but that's like Item #4185874 on the list of Important Publisher Things, and all it means is someone's read enough of threads like these to know to make the site reader-focused. And it's not really reader-focused, anyway: where can I buy their books? Uh, wait, they don't have any. There's no team listed, either.
Publishers shouldn't launch without titles ready to go and/or experienced people on-board. It's about credibility--with distributors and marketers as much as authors. This is achieved by the founders Knowing People in The Biz and sweet-talking authors with established fanbases with whom they have an existing relationship into letting the start-up have a new title. Or various permutations thereof. The problem with launching and assuming you're going to pull your stable of launch authors from slush is that you set yourself a verrrry long runway: you have to screen the slush, you can't guarantee the slush is gonna be good (new publisher; it often won't be) and when you do find a diamond you're still launching with a bunch of debut authors. It's a lot more work, all of which costs money the company has to front, raising the question: where's the capital? Money like that is rarely quiet. Someone fronting $500K-1M gets more than a handful of books out of it. A founder putting up that much has a prior history and isn't shy about flaunting it. Or, the capital doesn't exist, which is why we wait 2-3 years.
Common trick to avoid the runway problem is to simply not spend any money on marketing and/or editing and leave it to authors. Thus the stuff about authors building their brands.