Let's also not downplay the "Yahoo" brand name. It does not have much high impact negative publicity associated to it (yet). The name "Yahoo!" goes as far back as the Internet for modern day users i.e. 30+ yrs age group. If Verizon can put a nice spin to it and through micro-filtration of the brand whatever filtrate is left, as long as it is somewhat appealing it would sell, let it be a search engine or whatever new product Verizon offers free-of-cost to its subscribers over its data network. Verizon owns AOL and with that a few mobile advertising companies. As TV content is gradually getting further away form traditional set-top-box nightmarish cable providers and more towards individual content companies (Netflix, Amazon Video, HULU, HBO etc), this would be a good step for Verizon to head in that direction as well, maybe not produce original content (such as Netflix/Amazon) but perhaps air exclusive sports events. At the end of the day, it is all about maintaining your monopoly.