Bankrate buys Caring.com for $55 Million I wonder why and why that price?

What an interesting acquisition. This is what the two companies say about themselves in the official  press release. 

Bankrate is a leading publisher, aggregator and distributor of personal finance content on the Internet. Bankrate provides consumers with proprietary, fully researched, comprehensive, independent and objective personal finance editorial content across multiple vertical categories.

Caring.com, a leading senior care resource for family caregivers seeking information and support as they care for aging parents, spouses, and other loved ones. Caring.com provides helpful caregiving content, online support groups, and a comprehensive Senior Care Directory for the United States.

So I guess the business logic is that people wanting info about care also want financial information and vis versa.

Also, Bankrate buys a new stream of care specific data that it can aggregate and sell. 

I would love to see how the figured out the value of $55 Million. Dick Stroud