I watched the video earlier and what I liked the most was that they were keeping users captive by using a
TLA control panel rather thn WP control panel.
I imagine it could have been done via a standalone plugin but now they have a captive audience to cross-sell the
TLA's to.
Good example of creating a business from WP plugin capability and a nice way for bloggers to monetise their feeds.
Have you decided who to advertise? (that could be a very silly question)