This move doesn't make the company a shell like some are saying....

This move doesn't make the company a shell like some are saying. It's non-exclusive so the company is free to do more deals with the IP just like this one. The draw back is they are giving lifetime usage of the ip for only 10 years income. After the 10 years the company can still use the ip but don't have to pay a revenue share. However the ip in 10 years time will probably be well and truly outdated anyway.

If the company is smart it will do many deals like this one with it's ip to generate multiple revenue sources. That way if only 1 or 2 of the partners make it big revenue will roll in.