The theory is to monetize the data they collect from operating the messaging platform. While this data has value, this article is pointing out that it is crap data and has little value. Maybe even at '$10 a share', it is enough to operate or maybe it will go under.
I was kind of hoping that WhatsApp's $1 a year business model would work out, but alas we seem to be stuck with the major messaging platforms all operated by people who only see the value in spying on their users. Maybe one of the minor players with a different model will get noticed if enough of the major ones fail.