Mandelbrot (the guy with the fractals himself) figured out this fractal (what a surprise!) property back in 2004 when he wrote the (famous?) "The (Mis)Behaviour of Markets"

there it is

It is true, the founders are a husband and wife, he's coming from some HFT thingy and she's been doing some finance related asset management hedge funding stuff. There's an interview on Ether Review podcast