The Yahoo Finance portal would run as a subsidized loss leader to on-ramp new customers into crypto investing. Setting up the portal to put crypto assets on the same footing as traditional assets would do a lot to appeal to older or more conservative investors who view crypto as "magic Internet money".
Plus a lot of people are interested but have no idea how to acquire crypto assets. People are used to being able to see all their assets on their favorite brokerage's platform. Yahoo could set it up so that if someone looks up a chart for DOGE-USD, that they have a one-click opportunity to buy it off Coinbase's exchange.
