I think it's a good thing they have an endowment to give the site more financial security, but... how big does it need to be before they stop the begging advertisements? They've already far outpaced the goal they set in 2016.
The for profit is to sustain the non profit. A business can't be a non profit 503(1)(c) in the US after exceeding a certain amount, this a branch off is required to generate income. They're just playing the corporate game.