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I think he was a pioneer - if you allow me to call him that - he knew he had gold, now when the opportunity to sell the goldmine (or to make some extra bucks by screwing around his surfers) came, he decided he would hold on to the goldmine and dig out every nugget until it's just grains of sand - he maintained the good thing that he had going - which was surfers who believed he wasn't going to fuck them over - they trust him.
What does he have now? A steady stream of traffic - surfers, who speak well about his site 'if the subject comes up' - advertisers who like his traffic. What more does he need?
Oh I forgot, the downside of being number one is everyone below who want you out or think you don't deserve it.
BTW, before you all say I'm kissing ass - I don't submit to his site but know people who do and love his traffic.
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