In 2005 ITV paid £175m for its five million user database; now they're selling it for £38m maximum with a third of the membership. Has anyone actively engaged with it since the rise of the international social networks? I still get the "Simon, new people listed!" emails but I can't imagine caring that much now the world is your online connective oyster.
Maybe it had to die to take Skool Disco down before it got any bigger ideas.