Looks like Popsugar is in the app business, more like social networking app biz...most of their other apps tied to content ( looked like wordpress template like blogs ) that was in house curated that was pushed to the user.
This seems like a move that a lot of co are doing lately even like Intel building a messaging app few years back, not sure why they are doing this. Given it isn't their core biz ( just seems to disconnect ).
But when you're POPSUGAR you get a #1 feature spot on the home page, which they currently have.
Castle