OptionHouse, PEAK6, ONNTV and all the Rest

I just stumbled on an interesting ‘discussion’ ongoing on one of TheOptionsInsider.com forums —concerning the business model of OptionsHouse and its links/relations to PEAK6 Investment, etc. (see http://www.theoptionsinsider.com/forum/posts.asp?id=285 and scroll to the bottom). The discussion was interesting in that it drew responses from OH CEO (Georg Ruhana) and PEAK6 Communication Czarina (Shannon Paul). Since I am not a client of OH, the specific issue discussed does not really affect me—but it provided me with some glimpses into what I think are the wide-spread tentacles of PEAK6. However, I thought that the basic
question remained unanswered—why or what do they get out of it -- venturing outside their core activities (i.e. WeSeed.com, ONN.TV, OptionHouse.com, any other?)? Any thoughts/info to share?

~BBen