I come from a marketplace background myself and went through two bubbles so you were spot on when you said it was easy for me to say "bets are off in a bubble"--it was easy! And it would have been even easier for me to say marketplace = no brainer. But I just think there are some benefits to leveraging existing demand-side players.

At the risk of agreeing with you too much, though, "why not?" is true, but I think the numbers could be pretty attractive regardless if they ever go/get there.

No inside info here either, btw, though I like to think I get some of the nuances in this market. Sounds like you do as well.