Steve, I have a hunch instead of being purchased, the smaller companies will end up going away..

Go Daddy sees a growing and profitable niche market, that fully compliments their shared hosting business and they want a piece of it...

It's the difference between earning a Gross Profit of maybe 2 or 3 dollars a month on a shared hosting account, and adding a few services and boosting the GP dollars to 10 bucks or more.. with very little added human labor, once a site is set up initially..

For a company like Go Daddy it's a fairly easy sell to a first time, already nervous, hosting customer.. Those first time customers are a lot more likely to call Go Daddy or Gator than someone like WP Engine or Pagely