My WAG is PayPal
Going from the Wikipedia article (http://en.wikipedia.org/wiki/BidPay), it looks like it was mostly a case of mismanagement. Right as they were about to take over the world, another company bought them, changed the name, ran it stupid, and lost all of their customers. By the time they’d set stuff back up right, PayPal had taken over.
You have an extraneous ) in your link. It should be http://en.wikipedia.org/wiki/BidPay
i tend to agree just on the weight of the choice of the new name.