What would be considered a come back for them? Is it even possible to define that?

Over the years they've had decent income, they have great traffic numbers, they have all these things that seem to indicate success inside the echo chamber. Now they've got a shit brand, the brand is right there with AOL. They aren't going to have google or facebook numbers though, I don't know that I'd expect any other company to match those though.

It's just a game now, tons of people are envious of their traffic. they've probably got some great properties as well, sports, finance and fantasy sports seem to be universally enjoyed. Someone just wants to steal it for as cheap as possible.