The company split itself in two, one half publishing the magazine and the other managing the mainframe database of content that powered the magazine (and eventually, on-screen listings.) Benefitting, perhaps, from the fact that the content of the magazine was highly structured (and repetitive) to begin with, the database part of the company set out to abstract the ongoing production of the listings from their printed form.
Without access to such a database, roboticists fear machines will be restricted to working in very tightly controlled environments such as production lines and never live easily alongside humans.