graeme_p - 5:25 am on Aug 10, 2010 (gmt 0)
I have got into the habit of never clicking through to certain sites: eHow, about.com etc.
An IPO can achieve two things:
1) Raise money for expansion
2) cash out.
For a high risk business like this, I would say 2) is more like "get out while the going is good". It is high risk - ranking reliant on good SEO, however brilliant they are at it, is a high risk.
So, unless they come up with a good use for the money (and the filing is very vague), it does not look enticing.
As people have commented, the multiples are very high, and assume a lot of growth.