profit means nothing
for example
i can put zillions of popups from few brokers on my websites
and maximize revenue
and... decrease traffic and destroy future potential
or, i can have two clean banners on every page, often updates, and potential is very good (google likes clean sites) and my visitors love my site and come back
for me, second example is worth more
but if for you only potential is the key, thats good
because i can buy very cheap good site with no ads, or very little ads that can be tweaked to high profit