AOL buys network of 90 blogs

BBC News is reporting that AOL has purchased Weblogs Inc, a site that pays bloggers to blog. What? Weblogs Inc has a network of 90 blogs that carry advertisements. Each of those blogs is written by a network of freelance bloggers who get paid for each entry they make. Engadget is probably their best known advertising platform… errr… site, but they have lots of others.

Surely AOL could have got this content for cheaper elsewhere which has got me wondering, what are they up to?!