New York Times buys About.com

The information portal About.com has been bought by the New York Times company for $410 million. Several of the big search engines (Google, Yahoo and Ask) also placed their bids for the About.com network, but the NY Times has successfully acquired the company with an all cash deal.
The NY Times now plans to cross promote its products throughout the About.com website, improve the information on the site, and generally make it more visible.
Perhaps they should also de-commercialize the site a little and take 40% of its annoying, overwhelming advertisements off the About.com portal and the BizNewsBlog.com editor might use the site too!!