Sometimes dinosaurs die off slowly.
Especially those which piss off 50% of your base (customers)
If they are smart, they will sell off before they die off any more. The SEO value of their Google presence alone is worth a few million (example, imagine if someone bought them and ran a script on their db to add banner ads and links on every single post times the hundreds of millions of posts indexed in Google).
Unfortunately for JR, I don't think that will happen. Too bad, he could have a very wealthy and comfortable retirement if he was smart about it.