Can Richard Branson be the new Hugh Hefner? Rumors are flying that the VIrgin Media tycoon is interested in the Playboy empire. The company has been allegedly shopped around for $300 million even though the market value is perceived to less than $100 million. Part of the reason for wide difference in figures is because the company wants to make sure that any deal will help Playboy's 83-year-old founder maintain his lavish lifestyle. Although one of Hugh Hefner's homes is on the market for nearly $28 million there is still main Playboy mansion and its tremendous upkeep to consider. He remains the editor of Playboy magazine and has said he wants to pass down his interest in the company to his teenage sons Marston and Cooper.
