I wouldn't worry about that. If they control 10% (or even 5%) of all car purchases in the US, they're going to be well positioned to do a ton of other interesting things.
Precisely. There are a lot of other possible revenue streams, even if we never charge the dealers (which we'd like to avoid because we are a consumer advocate and don't want to be beholden to the dealers).
This seems to fall victim to the classic "if we only get X tiny % of some big market worth Y, then..." fallacy. The real question is how strong their product offering is and what a realistic estimate of their popularity would be.
Sort of. X% of the market is a terrible growth strategy, but it's a decent gut-check to size a market. The previous poster was complaining that this gut-check wasn't big enough. The problem with that is thinking that a company is stuck with today's business model forever. If that were true, Google would still be selling search appliances.