If I remember correctly, they had a stupidly large permanent staff for what they do, taking California-level salaries.

I interviewed there. Very cool office near the SF waterfront. Lots of staff. Even 5 years ago, clearly unprofitable and relying on funding. I recall thinking at the time that their executives smelled the blood in the water. I sure did.

Pretty sure salaries for editors and writers are still pretty low, even in California.

22 employees cost a lot of money!