They can't monetize it enough, which seems like a perfect situation to sell it to someone who will be happy with a lower cash flow point, or spin it off.

It's actually surprising to me that big companies are so ready to kill products instead of selling them to someone who cares.

I have a suspicion that this is more about avoiding a big anti-trust quagmire. When they starting dabbling around in the Travel sector, they did get push back...but that's an area where the power is spread across a large number of players, none of which is a powerhouse litigator or lobbyist.

For insurance, credit cards, mortgages, etc, they would be at odds with a relatively small number of deep pocketed, litigious players with experience in political lobbying.

The article says they have no problems monetizing it, it's just that there's not enough interest.