It's not a brand that I care about.

My observation is that there is a large risk when a big fish buys a little fish that the little fish becomes just another commodity in the big fish inventory and any "spark" that the little fish may have had in the past fades into a cell on a spreadsheet. The big fish does not want to invest the time and money required to build a brand. The purchase gives the big fish an instant brand and if things don't work out (the spreadsheet cell is not large enough), the little fishcan be spun off to someone else.