I worked for a guy who set up a very successful online business here in Padova, and, yeah, he certainly didn't try and do it all. "SEO" was something he very much had a handle on though, because the site lived or died by its web presence. He brought in a couple of potential consultants to interview, but they all seemed to not really have any knowledge that we didn't already posses internally.

So - yeah, delegate, but some things you can't delegate. No idea about their business in particular, but for a lot of online businesses, keeping track of the basics is probably something you ought to have a feel for yourself.

It's similar to the idea that tech startups are most likely better off not outsourcing their development work.