This is a great example of a cyclical industry. Ziff-Davis buys 1UP and other sites and then hits a wall with its debt load. After the bankruptcy, liquidates and sells 1UP to UGO. UGO is sold to IGN/News Corp. Ziff Davis brand is recapitalized without the debt, buys 1UP and the rest back. The long standing brands never really die, they are just recycled.