Well Dog, it's like this IMO, what the company is setting up is nothing more than machinery to make money. It's leasing of keywords has low overhead and high profit margin plus it is expected to be revenue generation from the inception, not 3 months or more down the road. Revenues, when beginning may be low as $2.5 million MONTHLY, but grow substantially as the service catches on. They will start solely in the US, but will later go international.
This makes it different than all the other pinkies that I have seen.
I wouldn't expect it to remain a pinkie for too much longer, once it has some track record behind it.