Livestrong is between the Armstrong foundation (lance Armstrong drug cheat) and demand media:  Demand Media, Inc. (NYSE: DMD) is a diversified Internet company that builds platforms across its media (eHow and LIVESTRONG.COM) and marketplace (Society6 and Saatchi Art) properties to enable communities of creators to reach passionate audiences in large and growing lifestyle categories. In addition, Demand Media’s content marketing solutions (studioD) and diverse advertising offerings help advertisers find innovative ways to engage with their customers. Demand Media is headquartered in Santa Monica.  I expect it will sell out more to advertisers at some point once it has built enough of a following. That seems to be the way they all go... diluted to sell you fruitwater or smartwater or vitaminwater or whatever. Oh and the ceo of demand media looks to be a fatty...edit: https://www.demandmedia.com/#leadership so it gives us more of a clue about the way it'll go.  Personally I wouldn't put any clicks of revenue towards lance Armstrong's foundation either.