Basically it lives or dies with the success of the Internet. In this case, a lot of pure plays died. Can be applied to any company with a clearly defined niche. It's also what BuzzWhack's children can do with an ordinary stick and a vivid imagination. If you hear a couple of truckers talking about reefer and you'll probably conjure up the pungent odor of marijuana.
Reefer is the shorthand term for refrigerated truck or trailer.
They have a whole fleet of reefers. Something that resonates generates a prolonged, stimulating sound. Of course, it also could be a ringing in the ears or just a nasty echo. In business, something that resonates is good. If your marketing campaign resonates with the public, you'll have a major success.