Now, 3 years after the first flurries, Yahoo! has accepted the Match deal. Good news--or bad?
Match taking over Yahoo's Personals category is a great idea if you believe that the unit was on life support, being run for 18-24 months as a cash cow to capitalize on traffic till the earlier investment paid back.
It is a great idea if you believe Yahoo! should focus on a small set of core businesses and divest of things that are distractions (though, 2 1/2 years out of Yahoo! I have no idea what those core business area).
And it is a great idea if Yahoo's best plan is to be an aggregator and make $3-4 MM a year in affiliate referrals via partner payouts for customer acquisition rather than manage greater revenue against greater cost.
But is is a great idea?
Not really, But Yahoo! stopped having great ideas a long time ago.
Ancient history note: I used to run Product at YP.