CBS isn’t the only network buying up successful web properties, Discovery is plunking down $250 million big one to connect Discovery content into the HowStuffWorks brand. Networks and traditional media companies alike are realizing the fragmentation of media continues at a rapid pace and rather than struggle for user attention why not meet users head-on in multiple mediums. Brand extension from traditional media outlets into new outlets is the only way to maintain a strong brand in a web 2.0 world. Discovery is certainly on the right track and I personally have to say the networks content is only getting better and more original. Can’t beat lobster wars or myth busters.