On your earlier point about the domain name, if you had the money and had an option to buy your brandname.com (especially "housing" for the business they are in), $1 million is a good investment.

There are a whole lot of things they can start monetizing. Sure, I am not going to buy an apartment based on slice view, but based on my experience with Housing as regards getting tenants and prospective buyers, I would gladly pay them for the service :)