Mixed Up,
I haven't pulled their accounts for a look yet, but it's perfectly possible for a company to be intentionally non-profit making. As to being "run by its members", well, that's probably true, if a couple of its shareholders also sit in executive positions on its board - although I'd agree the wording might be a little misleading, as it implies some form of group concensus management by its paying subscribers ! Still, I think the way it works has been covered well enough above.