If you were going to assemble a business plan for a Web site, you would look closely at everything The Awl (theawl.com) did and then head in precisely the opposite direction. There is that name for one thing — both ancient and fusty with the bonus of being hard to pronounce. An awl is a pointy tool used to make marks on wood. Catchy, huh? And then there is the site itself. In an age of hyper-targeted vertical sites, The Awl is all over the road. But a funny thing happened on the way to obscurity.