Invest in the 280M uniques, not in the guys. Put the "Francis M. H. White of Monetization" in as CEO, let the founders be involved in other roles (they're great at building a community and at "ghetto" engineering).

That it is weak sauce now just means you could buy it cheaper. If I had $5-10mm (+100% debt) sitting around and nothing better to do with my life for 2-4 years, I'd be seriously tempted to make an offer to Conde Nast.