A related article at the NY Times argues Amazon is "betting on content," not wanting to fall behind the surge of new media productions from companies like Netflix. "There is a huge land grab for nontraditional models of programming. DreamWorks Animation bought AwesomenessTV, a popular YouTube channel, last year, and in March, Disney snatched up Maker Studios, a video supplier for YouTube, while Peter Chernin, formerly president of News Corporation, has invested in Crunchyroll, a streaming hub of anime. All of these deals are about content, but they are also a hedge, a way of exploring other production protocols that don’t involve prominent stars, agents and expensive producers." A different piece at The Motley Fool takes the acquisition as confirmation Amazon is developing its own ad network.