Damn, a little searching and I got this from a post one of the mods on appleinsider.com
"It looks like some rumor site wants to add a little history to itself by buying the name AppleInsider. Smart move, I guess, since we have quite a few readers here already, it's like intarweb free agency."
Seems like it makes sense - they want to be up and running as a 'valid' Mac Site - so instead of taking the time to get a reputation they're buying one.
Here's a pic at the forums at SlapTech.com (silly name too)