It's not the company that was sold, it was the domain and content that got sold, basically they've sold their website. Not the company.
Read
Elliot's blog for more info on this, although Elliot has a different view on the transaction blogging it was the highest domain sale.
I would consider this a website sale, as the search engines has recognized Insure.com as a website for years, the likelihood this amount would be paid for the domain alone is slim to nothing.