Ah, so it's a business! From the title I thought it was just a domain purchase, that would be the greatest (disclosed) ever by a significant amount if it was.
They got a lot of press (at least in the US) for their innovative procurement robots... that's how a lot of kidless American geeks found out about their success.
If that's their company name ( http://www.diapers.com/aboutus/aboutus.aspx ), that's their company name. Take it up with diapers.com (the company, not the domain name) if it's confusing. For the record, I agree with you, but a bunch of parenthesized "we mean the company, not just the domain name" seems superfluous given that the rest of the article is a click away.
Maybe I shouldn't go so far as to say what others should know, but I don't have kids either and I'm aware of Diapers.com, and I'm more developer than business man (or at least I suck at being a business man).
I certainly don't think the title is sensationalist, but for the sake of clarity (given the up/down votes of complaints such as yours) perhaps it should have been made more clear that a company was purchased and not a domain name. On the other hand, would there be any confusion if it was Zappos.com?
I heard of Diapers.com from HN, and I've seen several articles about it on here, so I don't think it's an unreasonable assumption to make. Diapers.com is a big competitor for Amazon.com on the baby stuff, so it's a good acquisition for them.
