If the business model didn't work, the URL won't travel.
As these companies are going under, there is a surfeit of names and nobody wants to buy them. The e-commerce category is dead in the water from lack of funding and companies are throwing assets out there and getting no takers.
Names that are broad, like Food.com, have no value unless you create meaning underneath them. It approaches the generic and defines what you do. It has a short-term advantage but in the long run limits you.
When the ad and the entertainment is combined, you have to be subtle about it because otherwise it's pure commercialism.
Advertisers have to find another way to deliver their message. Because of the decline in traditional media, they have to make themselves more interesting.
It's a risky proposition. I'll be interested to see if they can pull it off.
If you have money to buy projects and market films, folks will come running. But if things get worse at Paramount, that will change in a hurry.