The $700 Million Because Effect.
When people talked about social networking sites these past few months, did you think of Club Penguin? Probably not - because all the talk has been about the hows of social networking and not the whos.
But without the whos, there is no social networking. Without the whos, there is never a business.
Addendum: From the owners' announcement of their acquisition "In addition, we remain committed to our policy of allowing no advertising on the site." Merchandising, movies and more. That's the $700 million because effect.