The money in running a non-commerce-centric Web site comes not from direct revenues, but from ancillary sources. Amazon makes money from it's site by selling stuff. Slate has never made money, because advertisers just don't pay the freight. Yet. In two to five years, I believe advertising revenues will begin to make profitability possible for "info/tainment" sites. In the meantime, Web sites like this one are "profitable" in several ways: advertising (on-line gambling and porn sites are among the biggest spenders on Web ads. If this site accepted porn ads, it could probably earn money from them as well). e-commerce -- they sell their own books and videos here. Most important here is probably the publicity and credibility for the site owners, which translates into increased opportunities to speak, run workshops, write books, etc. The Web is a truly fascinating medium and rich, specialty content sites like this one have a great future, IMHO.