Believe me, I understand the dilemma. They have the resources to do so. Five years from now, I expect they'll have more bells and whistles on their sites, but in terms of original writing, I don't expect much change. If they start adding the original content it will take to survive long term, death could come quickly. If they don't start adding more, they can probably hang on longer, but death will be surer.
Somebody needs to take the gamble.
I'm a free-lance Web writer. I'm also gainfully employed elsewhere, so I can be patient. Regardless of whether or not I ever get the call, I'll hardly be starving. In fact, I don't event want a full-time gig. I can wait.