EVERYBODY is looking to make more money. That's being a normal business owner and a good steward of the company's investments. But it does matter if there isn't an obvious route to making more money. It may well be that here and now, that is the best revenue generator they have for the cluster they now own. Maybe it won't be in a year, or three or five. But aside from the, um, boom and bust of classic hop hop, there isn't a fad du jour that screams out right now, and being second or third fiddle in another format may not be worth the investment. Ben as is fits will into the cluster, as it did for Greater Media, it's relatively cheap and they can make some Benjamins. Now if someone abandoned a format and left the a wide-open opportunity, then perhaps it would be worth it depending on the circumstances.