I wouldn't be surprised at all. I heard one of the owners in person talk about how much they are making and how insane some of the offers to buy them are. They plan on going international and for that, yeah they probably plan on going public. I'd certainly buy the IPO for that.
How much ARE they making? I heard that they don't pay very well.
I suspect the point of their "findings" is not really to share the wealth of information. It is an attempt to assure viability in the market as well as provide statistics about their own company within the market.
I bet they are either looking for investors, someone to buy them, or they are paving the way for an extremely expensive IPO.