Also people buy brands/change brands regardless of the base.
From comic companies killing off white heroes to harvest their names for affirmative action heroes no one would buy unless they mistakenly think it's the previous white hero (Blue Beetle, Question, Firestorm, among others have fallen dead for this purpose).
Also, restaurant chains have been bought out simply for the real estate so that a rival chain can put their fundamentally different type of food wise restaurant in there instead.
And movie studios are even worse: buy a rival studio simply for one or two properties that are valuable and fuck everything else. Or buying a studio for it's back catalog and kill the actual studio, so you can make money syndicating the movies on TV or selling them on DVD, with the cavet being that there is a good chance that only a handful of titles actually seeing the light on DVD depending on whether or not the studio gives a fuck on making a return on their investment buying said back catalog.
Ironically some of the Gawker sites would thrive under new management, who would cull the staff 100% and replace them with others. Just to get the name.
The only way they double down is if Gawker sells to fellow kool aid drinkers. And Denton's not in a big position to do so. To get cash he'll need to fight the Hogan lawsuit, he'll have to sell to his enemy, politics be damned, because a man in his dire straights can't be choosy when they need big bucks in a fire sale.