Here's an example of a public company using a non-GAAP measurement that makes a little more sense:
For the last few years EA has been including deferred net revenue as the largest item in their non-GAAP numbers. This value reflects the estimated revenue from ongoing online sales of digital goods over the expected lifetime of an online game.
For the last few years EA has been including deferred net revenue as the largest item in their non-GAAP numbers. This value reflects the estimated revenue from ongoing online sales of digital goods over the expected lifetime of an online game.
Example: http://investor.ea.com/releasedetail.cfm?ReleaseID=594196 (note the detail they go into as to why they're including the non-GAAP items towards the middle of the release for contrast with Groupon)