Bending Spoons also bought Evernote. They seem to have a portfolio of "used-to-be-the-thing" products. Are they buying the products or users - they laid off the entire staff of Filmic after purchasing them.
Nothing new - happens in every other industry all the time. Usually companies get themselves into some sort of cult thinking so that only someone from outside can make the turnaround work. Nobody already working at a company and promoted from within is going to suggest moving the all the staff to Milan for example.