User blog comment:Rupert Giles/Global Navigation January Update/@comment-1387259-20150130000856/@comment-1038387-20150131190703

Unlike the previous bar, this one has the Wikia logo in a clear white box - it's unmissable. That makes more people see it. That gets their name out there as the prime host for fan-maintained wikis. That, in turn. Gives them more traffic, and that gives them higher ad revenues.

Ads. Seriously. It's their main source of income, and it's a huge figure.