Considering that buy.com has been vastly under-utilized by previous ownership, it can't be a loss.
Seems like a big play into the English-speaking market. Excellent timing with the dollar strengthening. Selling into the US market is an excellent play under the circumstances.
Not so sure $250 million is the right price. Especially since buy.com has already muddied the waters by way of sucking. But . . . It's a 3L.com with an absurdly perfect keyword, so it wasn't gonna be cheap anyhow.