Xfire -> Viacom

Viacom has acquired Xfire for 102 million (news found everywhere right now). Xfire consists of a suite of tools for online gamers that allows them to browse servers, connect, IM friends, voice chat, etc. 102 million for the rights to access the eyeballs of 4 million mostly male, mostly young, hardcore gamers with loads of dispensable income. Direct targeted advertising especially with the usage stats that Xfire has. I'm surprised that Valve has not done a similar thing with Steam as of yet but I suspect that it is coming soon.