Well Procooling runs at a pretty large loss if you consider the total hosting/bandwidth costs every month. Joe covers half with
www.midwestlan.com, and I pick up half with sponsors. I also rely on vendors to supply me with review parts rather than buying them myself. So sites with much larger monthly traffic, no other sites to share the cost with, and an urge to be independent by buying the items they test themselves have a much harder path to take. I'm sure noone thinks "you know what'd really round out this web site design? Some flash banners and a popup or two" or "**** the readers; they'll come anyway and I'll get moneyhats from this ad strategy". It's more the last resort of someone trying to make sure they can continue to offer their site for consumption.