I would argue that the potential of this market is far more...

I would argue that the potential of this market is far more valuable than simply a 'bolt on' to paper and cardboard recycling. Tyres have a larger environmental impact as waste (non-degradeable) and the raw materials recovered from recycling them are far more valuable than pulp. Add to this the revenue collected via tyre collections and this quickly becomes a money printing machine.
Let's just gope that if someone does come along and try to buy, they offer a fair price based on real company value and potential.
It's a riaky time in a down market with many bargain hunters out there.