The same peripatetic style surfaced at Fab. It began as a gay social network, Fabulis, then added on daily deals, then got a total makeover to offer flash sales focused on design. The name was shortened to Fab. In that incarnation it found huge success, but by December of 2012 Goldberg announced Fab would move away from flash sales entirely and move towards full-priced e-commerce. A few months later he shifted again, announcing Fab’s own branded merchandise and going so far as to acquire a custom-furniture manufacturer. Sources say numerous internal projects met a similar fate, starting as a major focus and then being suddenly cast aside.