This looks like it is probably a great lifestyle business (based on the claimed API requests and pricing) but I'm not sure that I would call it a startup. It sounds like it hasn't even had an employee devoted to it until recently. There isn't anything wrong with that at all but for a "startup" this wouldn't be a great outcome. http://en.wikipedia.org/wiki/Startup_company
Wrong, wrong, wrong. He searched for a repeatable and scalable business model. He found it. He scaled. He delivered excellent ROI to his investors. That's a startup. People who think it's not real if it doesn't involve angels and VCs and TechCrunch write-ups and whatnot are fashion victims. Pity them.
Below you will find a comment by the OP that suggests he is going to really scale the business by expanding the offering and focusing on it. Probably using the revenue he is generating. Which is awesome — no need for VCs for his business as it was profitable from day 2. For this next tier of growth though, it probably will be a startup, one where he isn't sure whether the investment will pay off or not. If you ask me, that is the essence. Once you've figured that out, it isn't really a startup anymore.