If they're not taking on any of the employees, what are their costs? It's not clear that they're even keeping the website up or that it won't be a rather radically different product. All they've said is that it will be a 'cloud-based version of Digg' which means nothing.

It's probably a brand they're slapping onto something they already have in the works. How is it going to cost them a lot more to take it over?