Seriously, though, I suspect they kinda have to.
Selling off the family silver - i.e. real estate assets - to stay in the black is not sustainable in the long run.
If - or more likely, when - the Org’s tax-exemption reaches the chopping block, they’ll need something else to shore up the revenue flow.
That’s the reason for the recent dialed-up-to-eleven multimedia initiatives, IMO.