I don't disagree at all, and as I said, I'd love for this approach to still be more of a thing. My point was more that it's taking an ever shrinking proportion of the advertising pie, cause your typical marketing people are more interested in targeting to as large a targetable audience as they can, meaning these smaller sites aren't even on their radar. They speak in hit and conversion rates. For niche markets however, as you said, there's visibly still an audience, so hat off to him for still offering that kind of space.